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

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.