B2B service brand identity: Scale development and validation |
| |
| Authors: | Darren Coleman [Author Vitae] Leslie de Chernatony [Author Vitae] George Christodoulides [Author Vitae] |
| |
| Institution: | a Wavelength Marketing/University of Birmingham, Birmingham, UKb Università della Svizzera italiana, Lugano, Switzerland and Aston Business School, Birmingham, UKc Birmingham Business School, The University of Birmingham, University House, Edgbaston Park Road, Edgbaston, Birmingham, B15 2TT, UK |
| |
| 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. |
| |
| Keywords: | Brand Brand identity B2B service brand Structural equation modeling Scale development |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
