Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence

Abstract

This study investigates the moderating role of employee-perceived goal congruence on the link between internal branding, internal customer orientation, and employee attitudes (person–organisation fit) and behavioural intention. The proposed hypotheses were tested on a sample of customer-contact employees in sales and customer services roles in a retailing chain in Australia. The results indicate that internal customer orientation and internal branding were positively related to employees’ perceived person–organisation fit and intention to stay. The indirect effects of internal branding and internal customer orientation on employee intention to stay were mediated by employee-perceived person–organisation fit. Employee-perceived goal congruence moderated the link between internal branding, internal customer orientation, and person–organisation fit.

Keywords:

• brand orientation
• internal branding
• internal customer orientation
• employee-perceived goal congruence
• person–organisation fit
• intention to stay

Additional information

Notes on contributors

Margaret Jekanyika Matanda

Margaret Jekanyika Matanda is a senior lecturer in the Department of Marketing, Monash University, Australia. Her research interests are in business-to-business branding, business-to-business relationships, entrepreneurship, and marketing strategy. Margaret has published in international journals such as Industrial Marketing Management, International Business Review, Journal of Chain and Network Science, Asia Pacific Journal of Marketing and Logistics, Romanian Marketing Review, and International Journal of Entrepreneurship and Innovation Management. Margaret has also worked as a consultant and executive trainer in both developed and developing countries.

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Nelson Oly Ndubisi

Nelson Oly Ndubisi is a professor of marketing in the Department of Marketing, Griffith University, Australia. His research and teaching interests are in business-to-business marketing, internal marketing, marketing innovation, relationship marketing, marketing research, and brand management in SMEs. He has published extensively in journals within the fields of marketing and management, and sits on the editorial board of many journals in these fields. Nelson is the convenor of the Global Conference on SME, Entrepreneurship & Service Innovation.