Purpose This study aims to investigate how management support and quality-focused HRM practices jointly influence corporate image (CI), particularly in the Indian automobile sector. It explores the extent to which these internal management strategies can be aligned to strengthen a company's external reputation. The focus is on understanding the synergistic impact of HRM and TQM when implemented together in a competitive and rapidly evolving industry. Design/methodology/approach A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed relationships. Data were collected through structured questionnaires administered to 384 engineers across various levels in the Indian automobile industry. Findings The study found a strong, positive relationship between management support, quality-oriented HR practices and CI. These elements, when strategically aligned, significantly enhance how an organization is perceived externally. The results confirm that management's active involvement and commitment to quality in HR activities such as employee development, safety and engagement play a vital role in shaping a strong CI in the Indian automobile sector. Research limitations/implications The research is limited to the Indian automobile sector and may not fully generalize across other industries or regions. Additionally, the cross-sectional design restricts the ability to capture changes over time. Future studies could explore longitudinal impacts and include qualitative insights. Still, the study provides a solid foundation for future research on the strategic integration of TQM and HRM in enhancing corporate reputation. Practical implications The findings suggest that managers can significantly influence CI by actively supporting HR functions aligned with quality management principles. Practitioners in the automobile sector can use this approach to improve employee engagement while also enhancing how the organization is perceived by external stakeholders. Originality/value This study is conducted in the Indian automobile sector and explores how management support and HR quality practices influence CI. It focuses on the combined effect of HRM and TQM. This integration is rarely studied together. The research provides fresh insights supported by data and fills the key gaps in existing literature.
Panday et al. (Tue,) studied this question.