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

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.