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

journal contribution
posted on 2023-06-09, 00:04 authored by Achilleas Boukis, Giannis Kostopoulos, Iliana Katsaridou
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.

History

Publication status

  • Published

Journal

Journal of Strategic Marketing

ISSN

0965-254X

Publisher

Taylor & Francis

Issue

2

Volume

22

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2016-01-18

First Compliant Deposit (FCD) Date

2016-01-18

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