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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 anddoi:10.1016/j.indmarman.2011.09.010 fatcat:mfakrljbr5a3zdwmrmgn6ph4ri