BIROn - Birkbeck Institutional Research Online

    B2B service brand identity: scale development and validation

    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.

    Full text not available from this repository.


    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.


    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


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item