Firm‐specific marketing capital and job satisfaction of marketers: evidence from Vietnam

Abstract

Purpose – Based on the resource‐based view of the firm, this study aims to examine antecedents and outcomes of firm‐specific marketing capital pool invested by marketers in a transition market, Vietnam. Design/methodology/approach – A sample of 528 marketers in Ho Chi Minh City was surveyed to test the theoretical model. Structural equation modelling was used to analyze the data. Findings – It was found that firm‐specific marketing capital pool had positive impacts on both job attractiveness and job satisfaction. The impacts of human marketing capital and relational marketing capital pools on firm‐specific marketing capital were significant. Finally, the relationship between job attractiveness and job satisfaction, and the relationship between human marketing capital pool and relational marketing capital pool were also significant. Research limitations/implications – A key limitation of this study is the examination of only two antecedents of firm‐specific marketing capital pool: human and relational marketing capital pools. Practical implications – The results of this study suggest that firms should establish people management policies and practices that motivate marketers to invest more in firm‐specific marketing capital to enhance job attractiveness and job satisfaction of marketers. Also, in order to improve firm‐specific marketing capital, recruiting marketers with high levels of human and relational marketing capital pools is a priority. Originality/value – The study investigates the role of human resources at the marketing professional level in job attractiveness and job satisfaction in a transition market.