corporate HRM practices with the objective of creating
a positive work environment, weakening perceptions of differences
among brands (and thus reducing internal turnover), and increasing
job satisfaction (and thus reducing external turnover). It also
promoted cooperation among employees through its corporate
identity by convincing them that all the brands shared the same
attributes and that the company did not have a preferred brand. Indeed,
all the employees we interviewed accordingly used the same
positive attributes to describe the company’s identity, agreed that
lower-level identities did not exist and were satisfied with the
HRM practices implemented.