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

Darren Andrew Coleman, Leslie de Chernatony, George Christodoulides

• 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.