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


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.

Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
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.
Publication ISSN: 1758-7123
Last Modified: 29 Nov 2023 11:05
Date Deposited: 03 Sep 2015 11:00
Full Text Link: http://www.emer ... JM-03-2013-0154
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2015-07-13
Authors: Coleman, Darren Andrew
de Chernatony, Leslie
Christodoulides, George



Version: Accepted Version

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