B2B service brand identity: scale development and validation

Darren Coleman*, Leslie de Chernatony, George Christodoulides

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)1063-1071
Number of pages9
JournalIndustrial Marketing Management
Volume40
Issue number7
DOIs
Publication statusPublished - Oct 2011

Keywords

  • B2B service brand
  • brand
  • brand identity
  • scale development
  • structural equation modeling

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