TY - JOUR
T1 - B2B service brand identity
T2 - scale development and validation
AU - Coleman, Darren
AU - de Chernatony, Leslie
AU - Christodoulides, George
PY - 2011/10
Y1 - 2011/10
N2 - 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.
AB - 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.
KW - B2B service brand
KW - brand
KW - brand identity
KW - scale development
KW - structural equation modeling
UR - http://www.scopus.com/inward/record.url?scp=82555168338&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2011.09.010
DO - 10.1016/j.indmarman.2011.09.010
M3 - Article
AN - SCOPUS:82555168338
SN - 0019-8501
VL - 40
SP - 1063
EP - 1071
JO - Industrial Marketing Management
JF - Industrial Marketing Management
IS - 7
ER -