IMO and different fit types as key enablers of employee brand-supporting behaviour

Achilleas Boukis*, Giannis Kostopoulos, Iliana Katsaridou

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)


This study integrates the fit theory, the equity theory and the balance theory in order to investigate the role of internal market orientation (IMO) as a philosophy that can enhance front-line employee brand-supporting behaviour both directly and indirectly through increasing their fit with their different aspects of their environment. Furthermore, it is examined whether IMO adoption facilitates several fit types, namely employee-organization fit, employee-supervisor fit, employee-job fit and employee-group fit as well as assessed the joint impact of these different types of fit on front-line employee brand-supporting behaviour.

Original languageEnglish
Pages (from-to)117-134
Number of pages18
JournalJournal of Strategic Marketing
Issue number2
Publication statusPublished - Feb 2014


  • brand-supporting behaviour
  • employee-group fit
  • employee-job fit
  • employee-organization fit
  • employee-supervisor fit
  • internal market orientation

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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