Title: Corporate brand identity measurement - an application to the services sector

Authors: Teresa Barros; F. Vitorino Martins; Hortênsia Gouveia Barandas

Addresses: Department of Business Sciences, Porto Polytechnic – CIICESI, ESTGF, Rua do Curral – Margaride, 4610-156 Felgueiras, Portugal ' Department of Management Faculty of Economics, University of Porto, Rua Dr. Roberto Frias, 4200-464 Porto, Portugal ' Faculty of Economics, University of Porto, Rua Dr. Roberto Frias, 4200-464 Porto, Portugal

Abstract: 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 management; brand culture; brand co-creation; consumer involvement; corporate brands; higher education; scale development; service industry; services; brand identity measurement; engineering education; confirmatory factor analysis; CFA.

DOI: 10.1504/IJIL.2016.077849

International Journal of Innovation and Learning, 2016 Vol.20 No.2, pp.214 - 231

Received: 24 Sep 2015
Accepted: 26 Sep 2015
Published online: 17 Jul 2016 *

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