| Titre : | B2B service brand identity : scale development and validation (2012) |
| Auteurs : | Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur |
| Type de document : | Article : texte imprimé |
| Dans : | Industrial marketing management (Vol. 40 N° 7 (Special issue), Octobre 2011) |
| Article en page(s) : | pp. 1063–1071 |
| Langues : | Anglais |
| Index. décimale : | 650 |
| Tags : | brand ; brand identity ; B2B service structural equation modeling ; scale development |
| Résumé : | 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. |
| Note de contenu : | Industrial marketing |
| DEWEY : | 650 |
| ISSN : | 0019-8501 |
| En ligne : | http://www.sciencedirect.com/science/article/pii/S0019850111001386 |
