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SERVBID: The Development of a B2C Service Brand Identity Scale (2020)
Journal Article
Pareek, V., & Harrison, T. (2020). SERVBID: The Development of a B2C Service Brand Identity Scale. Journal of Services Marketing, 34(5), 601-620. https://doi.org/10.1108/JSM-05-2019-0195

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:... Read More about SERVBID: The Development of a B2C Service Brand Identity Scale.