Abstract
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 language | English |
|---|---|
| Pages (from-to) | 117-134 |
| Number of pages | 18 |
| Journal | Journal of Strategic Marketing |
| Volume | 22 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Feb 2014 |
Keywords
- 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