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.