rt to discover our clients « needs Our organization responds to our clients » needs Our top management is committed to providing quality serviceCorporate visual identityThe font we use is an important part of our visual identity Our logo is an important part of who we are The corporate visual identity is helpful in making our organization recognizableBrand personalityThe associations making up our brand personality are extremely positive Our clients have no difficulty describing our brand personality Our brand personality has favorable associationsConsistent communicationsThe people managing the communications program for our organization have a good understanding of the strengths and weaknesses of all major marketing communications tools Our organization «s advertising, PR and sales promotion all present the same clear consistent message to our stakeholdersHuman resource initiativesOur employee training programs are designed to develop skills required for acquiring and deepening client relationships Our organization regularly monitors employees » performance
Conclusion
is the first study of its kind that has adopted a grounded approach to B2B service brand identity scale development. Guided by the domain sampling model and the extant scaling literature this research has developed a parsimonious, valid and reliable B2B service brand identity scale. As a result of this scale development our research has empirically demonstrated, in the UK «s B2B IT service sector, B2B service brand identity is a second order multidimensional construct comprising five dimensions. These are employee and client focus, visual identity, brand personality, consistent communications and human resource initiatives. The eclectic range of disciplines these dimensions span highlights the broad theoretical roots of service brand identity which give rise to the construct »s multidisciplinary nature.of the service brand identity scale can facilitate subsequent theoretical development in marketing and other research domains. Marketing scholars can apply the scale to assess the construct's influence on a range of endogenous variables such as brand performance, revenue or reputation. Variables such as employee satisfaction or labor turnover can also now be treated as endogenous variables as part of a full structural model. Applying the scale in this way facilitates the development of theoretically grounded and empirically informed insights in a range of business related disciplines.a philosophical perspective, this research moves the existing brand identity research paradigm from a conceptual to an empirical domain. This has been achieved by developing a theoretically informed and empirically validated scale with associated dimensionality. By doing this, our research challenges and advances the existing research paradigm where more conceptually orientated models predominate (Aaker, Aaker & Joachimsthaler, de Chernatony, Kapferer). Positive and highly significant dimension correlations indicate service brand identity is a holistic construct driven by synergistic dimension relationships.is more appropriate to consider service brand identity as a synergistic network (Fig. 2).
. 2. The B2B service brand identity network.
service brand identity in this way is consistent with the view that a holistic approach to B2B brand marketing should be adopte...
