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B2B service brand identity / Darren Coleman in Industrial marketing management, Vol. 40 N° 7 (Special issue) (Octobre 2011) 

Public ISBD [article]  in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Titre : B2B service brand identity : scale development and validation Type de document : texte imprimé Auteurs : Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur Année de publication : 2012 Article en page(s) : pp. 1063–1071 Langues : Anglais (eng) Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 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 [article] B2B service brand identity : scale development and validation [texte imprimé] / Darren Coleman, Auteur ; Leslie de Chernatony, Auteur ; George Christodoulides, Auteur . - 2012 . - pp. 1063–1071. Langues : Anglais (eng) in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp. 1063–1071 Mots-clés : brand;  brand  identity;  B2B  service  brand;  structural  equation  modeling;  scale  development Index. décimale : 650 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