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

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.

Citation

Coleman, D.A., de Chernatony, L. and Christodoulides, G. (2015), "B2B service brand identity and brand performance: An empirical investigation in the UK’s B2B IT services sector", European Journal of Marketing, Vol. 49 No. 7/8, pp. 1139-1162. https://doi.org/10.1108/EJM-03-2013-0154