Multi-dimensionality of internal marketing (IM) concept continuously poses a challenge for researchers because a number of measurement approaches have been used for more than a quarter of a century since its maiden empirical inception. These multiple operationalizations have augmented confusion and decision-makers are not sure which one to rely on for optimal results. Additionally, due to its evolutionary nature, research has not kept up with the pace to substantiate this evolution empirically, leaving a void for researchers to proceed for a quantitative investigation to extend its boundaries. The present research takes up this challenge and provides an empirical evidence to prove its progression. As IM is multi-faceted in nature, this research chips in two brand new dimensions, informational justice and developmental opportunities, to the IM mix, while a third dimension that has only once been studied in connection with an IM work, is also enfolded. To this end, a top-down high order confirmatory factor analysis was done to identify the underlying structure of IM dimensions. Findings of the study revealed that the hypothesized five dimensions of IM are confirmed dimensions of IM concept. This empirical stamp will embolden researchers to devise measurement scales preferably sensitive to its growing character, and capitalize on its prowess to adapt to the novelties and peculiarities of a specific industry. Moreover, this study will help in making it a more reliable tool for managers to negotiate new constraints imposed by Covid in a post-Covid world.