B2B service brand identity and brand performance An empirical investigation in the UK's B2B IT services sector

Purpose - This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach - Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings - Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications - Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications - This research empirically establishes the brand management activities that drive brand performance. Originality/value - This is the first empirical study to assess the influence service brand identity has on brand performance.