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SERVBID: The Development of a B2C Service Brand Identity Scale

Pareek, Vandana; Harrison, Tina


Vandana Pareek

Tina Harrison


Structured Abstract
Purpose: This paper re-conceptualizes and measures brand identity from a services perspective. It develops and tests a psychometrically valid and reliable scale to measure service brand identity.

Design/Methodology/Approach: A multi-stage research design was adopted drawing on qualitative and quantitative studies consistent with extant scale development procedures. Qualitative studies comprised comprehensive literature review, expert panel review and interviews to develop theoretical framework and generate items. Quantitative studies comprised pilot testing (n=106), online survey for scale development (n=245) and scale validation (n=246) on UK-based consumers using Exploratory and Confirmatory factor analysis.

Findings: The study finds support for a five-dimensional Service Brand Identity (SERVBID) scale comprising: process identity; organization identity; symbolic identity; servicescape identity; communication identity.

Practical Implications: The SERVBID scale provides practitioners with a practical tool to understand, benchmark and assess service brand identity. The scale will assist marketers in assessing the strength of brand identity overall as well as strength of individual facets of brand identity.

Originality/Value: This study provides a deeper and complete understanding of the theoretical construct of brand identity through a service-dominant lens, in particular recognizing the defining role of service process and servicescape in service brand identity construction.

Journal Article Type Article
Acceptance Date Feb 4, 2020
Online Publication Date Apr 20, 2020
Publication Date 2020-09
Deposit Date Feb 24, 2020
Publicly Available Date Apr 20, 2020
Journal Journal of Services Marketing
Print ISSN 0887-6045
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 34
Issue 5
Pages 601-620
Keywords Scale development, Brand Identity, Services Branding, Brand Loyalty, Brand Trust
Public URL


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