B2B service brand identity: Scale development and validation

Darren Coleman, Leslie de Chernatony, George Christodoulides
2011 Industrial Marketing Management  
Keywords: Brand Brand identity B2B service brand Structural equation modeling Scale development 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
more » ... 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.
doi:10.1016/j.indmarman.2011.09.010 fatcat:mfakrljbr5a3zdwmrmgn6ph4ri