B2B service brand identity:scale development and validation

Coleman, Darren; de Chernatony, Leslie and Christodoulides, George (2011). B2B service brand identity:scale development and validation. Industrial Marketing Management, 40 (7), pp. 1063-1071.

Abstract

Several brand identity frameworks have been published in the B2C and the B2B brand marketing literature. A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. This paper reports the findings of a study conducted amongst 421 senior executives working in the UK IT Service sector to develop and validate a B2B Service Brand Identity Scale. Following established scale development procedures support is provided for a B2B Service Brand Identity Scale comprising five dimensions; employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. Concluding remarks discuss theoretical and managerial implications with limitations and directions for future research.

Publication DOI: https://doi.org/10.1016/j.indmarman.2011.09.010
Divisions: Aston Business School > Marketing & strategy
Uncontrolled Keywords: B2B service brand,brand,brand identity,scale development,structural equation modeling,Marketing
Published Date: 2011-10

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