B2B service brand identity and brand performance:an empirical investigation in the UK’s B2B IT services sector

Coleman, Darren Andrew, de Chernatony, Leslie and Christodoulides, George (2015). B2B service brand identity and brand performance:an empirical investigation in the UK’s B2B IT services sector. European Journal of Marketing, 49 (7-8), pp. 1139-1162.

Abstract

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Publication DOI: https://doi.org/10.1108/EJM-03-2013-0154
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Additional Information: This article is © Emerald Group Publishing and permission has been granted for this version to appear here http://www.emeraldinsight.com/doi/10.1108/EJM-03-2013-0154. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Uncontrolled Keywords: brand equity,brand experiences,brand identity,brand management,branding,brands,Marketing
Full Text Link: http://www.emer ... JM-03-2013-0154
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2015-07-13
Authors: Coleman, Darren Andrew
de Chernatony, Leslie
Christodoulides, George

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