B2B service brand identity and brand performance

Coleman, Darren; Chernatony, Leslie de; Christodoulides, George

doi:10.1108/ejm-03-2013-0154

Cited by 44 publications

(25 citation statements)

References 124 publications

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“…Appendix 1 represents these representative items along with the other scale variables. The Cronbach's a value of the reduced scale of CB having seven items is found to be 0.884 (Table IV) which is above the accepted level (Nunnally, 1978;de Vaus, 1995, Coleman et al, 2015 and below the maximum value of 0.90 (Streiner, 2003;Kottner et al, 2011).…”

Section: Survey Measures Scale Development For Corporate Branding Constructmentioning

confidence: 78%

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

Pratihari

Uzma

2018

JPBM

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Purpose The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of CSR on BL when CSR becomes an integral part of CB. Design/methodology/approach A structured questionnaire using seven-point Likert’s scale is the instrument for data collection. Stratified random sampling is used to collect the cross-sectional data from 430 savings bank customers in India. A new scale is developed and used to measure the CB as a single construct. A multi-model path using structural equation modelling is used to test the hypotheses. Direct and indirect model path analysis is used to examine the integrated effect of CSR and CB on BL. Findings The results of the study show that there is a significant impact of CSR components (economic, legal, ethical and philanthropic) on CB to enhance customer BL. The study offers new insight into the relationship between CSR and BL by introducing CB as the mediating factor. However, the relationship between “legal responsibility to CB” and “philanthropy responsibility to BL” demonstrate a negative coefficient in the path analysis. Further, the result of the direct and indirect model path analysis confirms that customers’ BL can be enhanced more efficiently when CSR becomes an integral part of CB. Practical implications The strategic incorporation of CSR tools as an integral part of CB strategy can help the managers in the banking industry to enhance their customers’ BL. Besides economic and legal responsibilities, managers need to give more emphasis on the ethical and philanthropic responsibilities as critical positioning tools to develop firm’s corporate brand followed by enhancing BL. Originality/value Scale development and validation of CB as a single construct is an original move in this study. Additionally, the study is a pioneer to examine the direct and indirect effect of CSR on customers’ BL using CB as a key mediating factor.

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Section: Survey Measures Scale Development For Corporate Branding Constructmentioning

confidence: 78%

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

Pratihari

Uzma

2018

JPBM

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“…However, with some recent exceptions (Bravo et al 2015a(Bravo et al , 2015bColeman et al 2015), empirical insights into BIM effects are limited and still lack empirical evidence. Likewise, despite being common practice in many organisations, CSR programs effects on stakeholders' behaviour are not always clear.…”

Section: Introductionmentioning

confidence: 99%

“…By contrast, a relatively small number of studies have examined how BIM and CSR affect employees (e.g. Lee et al 2013;Bravo et al 2015aBravo et al , 2015bColeman et al 2015;Slack et al 2015). Internal stakeholders are an important source of competitive advantage, especially in the services sector.…”

Section: Introductionmentioning

confidence: 99%

Brand Identity Management and Corporate Social Responsibility: An Analysis From Employees’ Perspective in the Banking Sector

Bravo

Buil

Chernatony

et al. 2017

Journal of Business Economics and Management

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Abstract. Brand identity management and corporate social responsibility have increased importance in both managerial practice and academic research. However, only a small number of studies have examined how these strategic tools influence employees' attitudes and behaviours. The aim of this paper is, therefore, to analyse how employees' perceptions of brand identity management and corporate social responsibility affect their attitudes and behaviours. An empirical study was undertaken among a sample of 297 front line employees working in the UK banking sector. Hypotheses were tested using partial least square regression. The results show that employees' perceptions of brand identity management and corporate social responsibility determine their commitment towards their organisations, both directly and indirectly through perceived external prestige. Organisational commitment explains employees' brand performance and brand citizenship behaviour. Age differences indicate higher impact of brand identity management on older employees, and higher effects of perceived corporate social responsibility in younger employees. The results extend existing knowledge and are informative for bank managers.

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“…In this set of ideas, it is very important that researchers, academics and professionals in the field of marketing commit themselves to carry out studies or investigation projects that provide sound knowledge about the importance and relation of brand management (Aaker & Joachimsthaler, 2000), with all the components that improve significantly both the brand and business performance (Dunes & Pras, 2013;Coleman et al, 2015). In this regard, considering that are few published investigations in the literature that analyze the link between brand management and business performance, the main contribution of this empirical research is the analysis and discussion of brand management in the business performance of small business in a developing country, as it is the case of Mexico, just as recommended by Park et al (2013), Veljkovic and Kalicanin (2016), as well as Dunes and Pras (2017).…”

Section: Introductionmentioning

confidence: 99%

Brand Management and Business Performance in Mexican Small Business

Maldonado-Guzmán¹,

Mellado-Siller²,

Reyes-Ruiz³

2018

JMS

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Brand management is a relatively new topic in marketing literature and it is considered by several researchers, academics and professionals, as one of the most important business strategies that allow not only a significant growth of the business performance of small enterprises, but also their continuity in the market where they participate. Similarly, brand management has also been analyzed and discussed at the core of enterprises and there are relatively few investigations that focus on small enterprises, and there are even less researches carried out in developing countries. For these reasons, the main goal of this empirical research is the analysis and discussion of the effects of brand management on the level of business performance in small enterprises, by using a sample of 300 small firms and by implementing a model of structural equations of second order, that can provide a deeper understanding of the current relation between brand management and business performance. The results obtained show that brand management has a positive and significant in the level of business performance in small enterprises.

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B2B service brand identity and brand performance

Cited by 44 publications

References 124 publications

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

Brand Identity Management and Corporate Social Responsibility: An Analysis From Employees’ Perspective in the Banking Sector

Brand Management and Business Performance in Mexican Small Business

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