Coleman, Darren Andrew; de Chernatony, Leslie; … - In: European Journal of Marketing 49 (2015) 7/8, pp. 1139-1162
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...