Coleman, D. and de Chernatony, L. and Christodoulides, George (2011) B2B service brand identity: scale development and validation. Industrial Marketing Management 40 (7), pp. 1063-1071. ISSN 0019-8501.
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.
Metadata
| Item Type: | Article |
|---|---|
| Keyword(s) / Subject(s): | brand, brand identity, B2B service brand, structural equation modeling, scale development |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Sarah Hall |
| Date Deposited: | 09 Sep 2014 13:14 |
| Last Modified: | 02 Aug 2023 17:12 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/10467 |
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