Measuring brand equity for logistics services

Abstract Purpose – The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services. The scales are tested with both logistics service providers and customers. Design/methodology/approach – Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues and logistics practitioners reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a mail survey of logistics service providers and customers. Findings – Findings suggest that brand awareness, brand image, and brand equity scales are valid and reliable in the context of logistics services. Research limitations/implications – While there is a substantial research stream that examines branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of logistics services. This paper extends existing measurement of brand equity and its dimensions to a new setting, namely logistics services. Originality/value – This paper provides valuable insight into the measurement of brand awareness, brand image, and brand equity in the logistics services context and offers a foundation for future logistics branding research. The paper provides evidence for the validity of constructs used in the customer‐based brand equity framework, which is traditionally used in consumer contexts, in the context of logistics services.