Linking brand Relationship between human resource management

Abstract

The current study examined the relationship between human resource management (HRM), brand positioning, leadership management and brand performance. This relationship is examined in relation to the textile industry of Thailand. The mediating role of brand positioning and leadership management is also considered between HRM and brand performance. To address this relationship, the current study collected data from textile companies of Thailand. The managerial employees working in textile companies were considered as the respondents. A questionnaire was designed by using previous studies and primary data is collected. Data analysis is managed by using statistical tool. It is found that; HRM has influential role to enhance brand performance. The implementation of HRM practices in textile companies can enhance brand performance through brand positioning. HRM has positive role to effect brand positioning which further lead to the brand performance. Additionally, HRM effect positively on leadership management which causes to increase brand performance. Finally, this study recommended the textile companies to promote HRM practices to enhance brand performance.