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Corporate brand identity measurement - an application to the services sector

Teresa Barros , F. Vitorino Martins , Hortênsia Gouveia Barandas

ISLA — Instituto Politécnico de Gestão e Tecnologia

2016

Handle: https://hdl.handle.net/10216/125447 Work Link

Authors commonly agree that the identity of a brand is internally connected with staff and externally connected with the consumers and the rest of the stakeholders. Brand management studies are much focused on the external part, mainly on consumers. This research follows a different agenda exploring the brand identity dimensions by measuring the brand identity prism developed by Kapferer, both internally and externally. The measurement of brand identity is scarce in brand management literature. A reliable, valid and unique brand identity scale that empirically establishes the construct's dimensionality has yet to be developed in a highly consumer involvement context. This paper reports the findings of a research conducted at 235 engineering higher education students. Data were analysed using confirmatory factor analysis. Findings reveal that the brand identity prism is moderated by brand culture. This research also gave important insights regarding the theory proposed by Kapferer regarding the external brand identity.

Keywords

#Corporate brand identity #brand identity prism #brand culture #service sector #university students #consumer involvement #brand management #Brand identity #Identity (music) #Corporate branding #Context (archaeology) #Confirmatory factor analysis #business #Marketing #Scale (ratio) #Construct (python library) #brand awareness

Bibliographic Details

Publication Type Journal article

Publication Year 2016

ISSN 1471-8197

Quartile (SCImago) Q3

Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

Corporate brand identity measurement - an application to the services sector

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Bibliographic Details

ISLA Authors & Affiliations