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

Boukis, Achilleas, Kostopoulos, Giannis and Katsaridou, Iliana (2014) IMO and different fit types as key enablers of employee brand-supporting behaviour. Journal of Strategic Marketing, 22 (2). ISSN 0965-254X

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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.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Depositing User: Achilleas Boukis
Date Deposited: 18 Jan 2016 14:17
Last Modified: 18 Jan 2016 14:17
URI: http://sro.sussex.ac.uk/id/eprint/59293
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