Skip to main content
Have a personal or library account? Click to login
Organizational Culture, Strategic HRM, and Brand Identity: A Psychological Integration Model in SMEs Cover

Organizational Culture, Strategic HRM, and Brand Identity: A Psychological Integration Model in SMEs

Open Access
|Aug 2026

References

  1. Alfes, K., Shantz, A. D., Truss, C., & Soane, E. C. (2013). The link between perceived human resource management practices, engagement and employee behaviour: A moderated mediation model. The International Journal of Human Resource Management, 24(2), 330–351. https://doi.org/10.1080/09585192.2012.679950
  2. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20–39. https://doi.org/10.5465/amr.1989.4278999
  3. Becker, B. E., & Huselid, M. A. (1998). High performance work systems and firm performance: A synthesis of research and managerial implications. Research in Personnel and Human Resources Management, 16, 53–101.
  4. Buil, I., Martínez, E., & Matute, J. (2016). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256–271. https://doi.org/10.1016/j.tourman.2016.06.009
  5. Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
  6. Collings, D. G., Wood, G., & Szamosi, L. T. (2021). Human resource management: A critical approach (3rd ed.). Routledge.
  7. Davcev, L., Jovanov Marjanova, T., & Sofijanova, E. (2017). Why can’t we make it? The cardinal business sins of domestic companies in a transitional economy. In Regional Studies on Economic Growth, Financial Economics and Management (pp. 119–138). Springer. https://doi.org/10.1007/978-3-319-54112-9_9
  8. Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
  9. Denison, D. R. (2000). Organizational culture: Can it be a key lever for driving organizational change? In N. Ashkanasy et al. (Eds.), Handbook of organizational culture and climate. Sage.
  10. Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
  11. European Commission. (2003). Commission Recommendation of 6 May 2003 concerning the definition of micro, small and medium-sized enterprises (2003/361/EC). Official Journal of the European Union, L124, 36–41. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32003H0361
  12. Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401–409. https://doi.org/10.1108/10610421011085712
  13. Fowler, F. J. (2014). Survey research methods (5th ed.). SAGE Publications.
  14. Guest, D. E. (2017). Human resource management and employee well-being: Towards a new analytic framework. Human Resource Management Journal, 27(1), 22–38. https://doi.org/10.1111/1748-8583.12139
  15. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
  16. Hartnell, C. A., Ou, A. Y., & Kinicki, A. (2011). Organizational culture and organizational effectiveness: A meta-analytic investigation of the competing values framework’s theoretical suppositions. Journal of Applied Psychology, 96(4), 677–694. https://doi.org/10.1037/a0021987
  17. Jager, J., Putnick, D. L., & Bornstein, M. H. (2017). More than just convenient: The scientific merits of homogeneous convenience samples. Monographs of the Society for Research in Child Development, 82(2), 13–30. https://doi.org/10.1111/mono.12296
  18. Jiang, K., Lepak, D. P., Hu, J., & Baer, J. (2012). How does human resource management influence organizational outcomes? A meta-analytic investigation of mediating mechanisms. Academy of Management Journal, 55(6), 1264–1294. https://doi.org/10.5465/amj.2011.0088
  19. Jovanov Marjanova, T., Temjanovski, R., & Ristevska-Jovanovska, S. (2016). Formal marketing planning and performance: The case of transitional economy. In Business Challenges in the Changing Economic Landscape—Vol. 2 (pp. 277–292). Springer. https://doi.org/10.1007/978-3-319-22593-7_20
  20. Keller, K. L. (2013). Strategic brand management (4th ed.). Pearson.
  21. King, C., & Grace, D. (2012). Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing, 46(3/4), 469–488. https://doi.org/10.1108/03090561211202567
  22. Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122–142. https://doi.org/10.1509/jmkg.73.5.122
  23. O’Reilly, C. A., & Chatman, J. A. (1996). Culture as social control: Corporations, cults, and commitment. Research in Organizational Behavior, 18, 157–200.
  24. OECD. (2026). SME Policy Index: Western Balkans and Türkiye 2026: Economy profile for North Macedonia. OECD Publishing. https://doi.org/10.1787/f8e57052-en
  25. Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575–1601. https://doi.org/10.1108/EJM-11-2014-0725
  26. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
  27. Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/10.1108/03090561111151871
  28. Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600–619. https://doi.org/10.1108/02683940610690169
  29. Schaufeli, W. B., Salanova, M., González-Romá, V., & Bakker, A. B. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3(1), 71–92. https://doi.org/10.1023/A:1015630930326
  30. Schein, E. H. (2010). Organizational culture and leadership (4th ed.). Jossey-Bass.
  31. Sedgwick, P. (2013). Convenience sampling. BMJ, 347, Article f6304. https://doi.org/10.1136/bmj.f6304
  32. Xiong, L., & King, C. (2015). Motivational drivers that fuel employees to champion the hospitality brand. International Journal of Hospitality Management, 44, 58–69. https://doi.org/10.1016/j.ijhm.2014.10.009
DOI: https://doi.org/10.2478/orga-2026-0019 | Journal eISSN: 1581-1832 | Journal ISSN: 1318-5454
Language: English
Page range: 305 - 325
Submitted on: Apr 21, 2026
Accepted on: Aug 3, 2026
Published on: Aug 19, 2026
Published by: University of Maribor
In partnership with: Paradigm Publishing Services

© 2026 Viktor Atanasovski, Elena Veselinova, Tamara Jovanov Apasieva, published by University of Maribor
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.