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

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.