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

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. 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. 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. 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. 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. The study investigates the role of human resources at the marketing professional level in job attractiveness and job satisfaction in a transition market.