کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1027690 | 942258 | 2011 | 9 صفحه PDF | دانلود رایگان |
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.
► Pioneering B2B scale development research.
► Valid, reliable and parsimonious B2B Service Brand Identity Scale.
► Data collected from 421 marketing executives working in the UK’s IT services sector.
► B2B Service brand identity is a synergistic construct comprised of five dimensions.
Journal: Industrial Marketing Management - Volume 40, Issue 7, October 2011, Pages 1063–1071