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

Margaret Jekanyika Matanda, Nelson Oly Ndubisi

Research output: Contribution to journalArticleResearchpeer-review

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.
Original languageEnglish
Pages (from-to)1030 - 1055
Number of pages26
JournalJournal of Marketing Management
Volume29
Issue number9-10
DOIs
Publication statusPublished - 2013

Cite this

Matanda, Margaret Jekanyika ; Ndubisi, Nelson Oly. / Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence. In: Journal of Marketing Management. 2013 ; Vol. 29, No. 9-10. pp. 1030 - 1055.
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Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence. / Matanda, Margaret Jekanyika; Ndubisi, Nelson Oly.

In: Journal of Marketing Management, Vol. 29, No. 9-10, 2013, p. 1030 - 1055.

Research output: Contribution to journalArticleResearchpeer-review

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AU - Ndubisi, Nelson Oly

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