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

摘要

Purpose\udThis paper applies the B2B Service Brand Identity Scale (SBI) to empirically assess the influence of service brand identity on brand performance for the first time.\udDesign/methodology/approach\udBased on data collected from 421 senior marketing executives this paper applies the B2B Service Brand Identity Scale (SBI) and structural equation modeling to fulfill the above purpose.\udFindings\udBrand 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, have an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance.\udResearch limitations/implications\udData was only collected from executives in the UK. This research would benefit from replicative studies.\udPractical implications\udThis research empirically establishes the brand management activities that drive brand performance.\udOriginality/value\udThis is the first empirical study to assess the influence service brand identity has on brand performance.