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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