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

    Coleman, D. and de Chernatony, L. 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), ISSN 0309-0566.

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    Abstract

    Purpose This paper applies the B2B Service Brand Identity Scale (SBI) 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 Service Brand Identity Scale (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, have an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications Data was 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.

    Metadata

    Item Type: Article
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 23 Jun 2015 08:22
    Last Modified: 23 Jun 2015 08:22
    URI: http://eprints.bbk.ac.uk/id/eprint/12406

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