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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 KatsaridouThis 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 MarketingISSN
0965-254XPublisher
Taylor & FrancisExternal DOI
Issue
2Volume
22Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2016-01-18First Compliant Deposit (FCD) Date
2016-01-18Usage metrics
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