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

• Autores: Darren Andrew Coleman, Leslie de Chernatony, George Christodoulides
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 49, Nº. 7-8, 2015, págs. 1139-1162
• Idioma: inglés
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• Dialnet Métricas: 3 Citas
• Resumen

  • urpose - 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.