B2B service brand identity: Scale development and validation

被引：70

作者：

Coleman, Darren ^{[1
]}

de Chernatony, Leslie ^{[2
,3
]}

Christodoulides, George ^{[1
]}

机构：

[1] Univ Birmingham, Birmingham Business Sch, Birmingham B15 2TT, W Midlands, England

[2] Aston Univ, Aston Business Sch, Birmingham B4 7ET, W Midlands, England

[3] Univ Svizzera Italiana, Lugano, Switzerland

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2011年 / 40卷 / 07期

基金：

英国经济与社会研究理事会;

关键词：

Brand; Brand identity; B2B service brand; Structural equation modeling; Scale development; MARKETING COMMUNICATION IMC; EXPLORATORY FACTOR-ANALYSIS; ORGANIZATIONAL CULTURE; EQUITY; MODEL; MANUFACTURERS; INVOLVEMENT; PERFORMANCE; MANAGEMENT; FRAMEWORK;

D O I：

10.1016/j.indmarman.2011.09.010

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2011 Elsevier Inc. All rights reserved.

引用

页码：1063 / 1071

页数：9

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