Towards a Re-Conceptualisation and Measurement of Services Brand Identity

The paper focuses on conceptualizing and measuring brand identity in services. We develop a valid and reliable scale to measure services brand identity. The lack of a consumer-based conceptualisation and measure of brand identity is concerning, especially in the context of a new service-dominant logic that regards consumers as “co-creators of value”. We explore and critically examine customers’ understandings of brand identity and refine brand identity as a co-created construct. We then outline the procedures used to develop and test an initial scale that measures this construct. The scale has the potential to be of use in assessing the relationship between brand identity and other branding and consumer behaviour constructs (such as brand loyalty and trust), thus enabling the impact of brand identity to be established.