Author:
Coleman Darren Andrew,de Chernatony Leslie,Christodoulides George
Abstract
Purpose
– 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.
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