B2B service brand identity: scale development and validation

Coleman, D., de Chernatony, L. and Christodoulides, G. (2011) B2B service brand identity: scale development and validation. Industrial Marketing Management, 40 (7). pp. 1063-1071. ISSN 0019-8501 doi: 10.1016/j.indmarman.2011.09.010

Abstract/Summary

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
URI	https://reading-clone.eprints-hosting.org/id/eprint/26545
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Elsevier
Download/View statistics	View download statistics for this item