A Configurational Role of Human Capital Resources in the Quality of Work Life of Marketers: FsQCA and SEM Findings from Vietnam

Drawing upon the principle of goal selection and key resource theories, this study proposes that human capital resources of marketers comprise both marketing capital (MarCap) and psychological capital (PsyCap) and that combinations of MarCap and PsyCap will enhance the quality of work life (QWL) of marketers. FsQCA (fuzzy-set qualitative comparative analysis) findings, based on a sample of 396 marketers in Vietnam, reveal that combinations of PsyCap components and MarCap components form an INUS (insufficient but necessary part of a condition which is itself unnecessary but sufficient for the result) condition for QWL. Overall, the study sheds light on human capital resources of marketers by addressing the importance of fit between MarCap and PsyCap. Accordingly, to enhance QWL of marketers, firms should work towards establishing appropriate human resource policies and practices that are able to develop a fit between MarCap and PsyCap of marketers.

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