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.