Internal and external fit scores as predictors of brand internalization

The study aims to examine the Congruence between Perceived Organizational Value, Preferred Individual Value and Service Brand Value; and the effect of the two-estimated congruence (internal and external) on brand identification and brand commitment.

The study is quantitative in nature and data is collected through online survey. In all, 409 employees of hospitality industry in Madhya Pradesh region filled the questionnaire, out of which 407 completely filled responses were accepted for the study. The hierarchial regression was applied to find the effect of fit on brand internalization constructs.

The study indicated a significant relationship of congruence with identification and commitment with the brand. The two calculated congruence scores have shown significant variance, more contribution of internal fit scores was found in comparison to external fit scores. Hierarchial regression showed that the calculated congruence scores, which were not contributing significantly beyond the perceived and preferred culture with constraints when regressed without the constraint, were significantly predicting brand internalization.

The study extended the concept of fit to capture the external dimension of congruence, which is being delivered as brand values to the customers. The study suggests that in services more emphasis should be laid on establishing congruence factors for better brand outcomes. The cultural profile may be helpful in the selection process as the value fitness is the priority apart from the fulfilment of the job description and it will even ease the socializing process.