Zaha Paper 1

8/10/2019 Zaha Paper 1

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Abstract

The basic purpose of the research is to find out how brand image of a company is significant for

the company as well as customers. This research is undertaken because branding is an emerging

topic these days and plays a vital role in our daily life. People now are more brands conscious

and brands are now found everywhere that hardly anything is unbranded and only products with

good brand image succeed. This research will show how brand image of the company is

important to the consumers and people prefer quality of the products. This research will guide

other authors who have shared their views on the brand image in various studies. Primary

research is conducted by questionnaires, surveys and interviews. This study plays an important

role in depicting the awareness of brand among people and the image of brand in consumers

mind.


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Chapter 1: Introduction

Exploration indicates that brand image alludes to the data and desires connected with an item or

the organizations connected with it. .The thought behind a great brand picture is that buyer is

obtaining an item as well as the picture connected with the item. It is key for characterizing and

figuring out a target market and positioning item individually and likewise for measuring a

business sector reaction. It assumes an essential part for the contenders as well as for the

customers too.

1.1: Statement of the Problem:-

Brand image is a significant issue that impacts over all organization notoriety and hence

effecting the offers of the organization. Along these lines it ought to be managed most extreme

consideration. The more organization chips away at branding, the more brand awareness is made.

Improving the brand image will help the organization to enhance their piece of the overall

industry too and enhance the goodwill of the organization and rival the contenders. Legitimate

statistical surveying and dissection can help the organization to delineate the explanations

bringing about the issue and discover answers for the issue. Far reaching investigation on the

organization notoriety, items quality and purchasers conduct must be completed with a specific

end goal to figure out purposes for the poor image of the organization.

1.2: Significance of the Problem:-

The exploration is particularly intended to answer the questions of the organization with respect

to the investigation of every one of the aforementioned elements that might help in enhancing the

brand image of an organization. As the greater part of the individuals are not conscious of either

of the brands in exploration and it is to make individuals attentive to these brands and make an


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exceptional brand image is their personalities as this brand awareness will help organization to

make their brand position in shoppers personality and expansion their deals and in addition it

will help the organization to support a great notoriety in the nation.

1.3: Objectives of the Study:-

i) To identify the relationship between perceived value and brand image

ii) To identify the relationship between advertising and brand image

iii) To identify the relationship between brand awareness and brand image

iv) To identify relationship between brand association and brand image

v) To identify the relationship between quality and brand image

1.4: Scope of the Study:-

i) What is the relationship between perceived value and brand image?

ii) What is the relationship between advertising and brand image?

iii) What is the relationship between brand awareness and brand image?

iv) What is the relationship between brand association and brand image?

v) What is the relationship between quality and brand image?


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Chapter 2: Literature Review

Brand Associations:-

Branding is a key component of the brand value, client situated and alludes to the associations,

which is the possessor of the shopper in the store. These associations are frequently directional;

It is important to recognize the brand for trait and the characteristic checking. Data about these

associations of two approaches to gather information or: assessments of brand de brand

characteristics trait traits and assessments of all brands. In this article the writers exhibit a

methodological methodology, the correspondence examination i.e. grids balanced, to evaluate a

few times additionally the asymmetries between the brand for characteristic and the property

checking. This permits to assuming that it in a brand positioning (brand of quality associations)

thrashing and profit (property brand associations) to study. The system interprets perceptual

visualization of brand of image maps. The methodology is in a two specimens assessed the

purchaser business sector of observational examination extends 10 imprints spoke to

antiperspirants and eleven attributes. (Torres, 2008)

Perceived Value:-

In this paper we examine these contrasts by testing the speculations about the impacts of brand

image on perceived client value. The overview inspired perceptual appraisals for the drivers and

sub-drivers of perceived client value and client devotion utilizing 10-focus scales secured by

1=poor and 10=excellent. It attained an example of 377 salons which spoke to 20% of the

aggregate number of hair salons in New Zealand.the effects show that the client perceived value

is decidedly related with brand image (Cretu, 2005)


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Advertising:-

Volitional youngsters' responses to the brand, and also their state of mind towards the diversion.

A test led around 2453 young ladies matured 11 to 17 years indicated that showdown with

intelligent brand situation in the diversion brought about a more inspirational disposition at the

amusement, higher top well known soul of the brand, more positive brand image, and more good

behavioral expectations. Furthermore, as per the written works and hypotheses of youngster

improvement convictions, this study indicated the trilateral association between presentation to

making a brand, age and utilization of the prior imprint for behavioral aims. Young ladies who

had no experience with the brand were all the more determinedly impacted by the presentation of

the brand, the eldest young lady, who had no past knowledge of the imprint. (Reijmersdal, 2009)

Brand Awareness:-

With the combined showcasing correspondences point of view, this study was to figure out the

level of cognizance between exchange station healthier buyers on the imprint. In looking to

evaluate its effect on the structure of the capabilities and the brand distinguishment as the

investment of the right in the asset display 194 test assets impact. War stories have reconciled

two separate instruments (advertising and advancement of the not - cash) in the singular

evaluation. The brand awareness (brand - known great sign vs. outside), and the arrangement of

messages (vs. superb) theories. Comes about and control state test set that are fitting in the same

message of the marking data. For the organization - well known for his learning of the message

structure (recollect) to improve the system of aggregations and answer, and to distribute joins

signature. Concerning the light extraordinary, demonstrated no critical contrasts between the

large amount and quality of the like, recall no signs to put high by utilizing the same news. For


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remote organizations, brand chiefs to concentrate on the same brand message and assemble

awareness for these lights obscure. Conversely, for organizations acquainted with the

destinations of the correspondences methodology to be the investment in them in the same way

messages can empower clients, and raise their estimations about this light. (Ballester, Sicilia,

2012)

Brand Quality:-

This study inspects the immediate impact of store image and administration quality of the image

and buys aim for the private mark brand (PLB). This study likewise inspects the aberrant impacts

intervened by perceived hazard and value awareness on this issue. The specimen in this study

comprised of (360) customers in Watsons and Comedy chain drug stores. The effects of this

study indicate that (1) spare the image has an immediate and positive effect on buy aim of PLB,

(2) the quality of administration has an immediate and positive effect on the image of PLB, (3)

perceived danger of PLB items has an interceding impact on the relationship between image and

shoppers buy expectation PLB. Advertising directors can viably utilize the outcomes of thisstudy, since the PWB is a key method for chain stores. Directors can enhance purchaser

observations PLB image by enhancing the quality of administration identifying with the PLB.

Promoting chiefs can enhance the image of the store by expanding the reach of items, enhance

item quality, offering items in value, fair values and fantastically enliven the store. These

changes specifically build buy expectation of PLB. Advertising chiefs can take PLB item

suitable to diminish the existing money related dangers and guarantee PLB items with great

quality and dependable operation protected for utilization to lessen the perceived danger of

physical execution and danger, which thusly will expand the buy proposition of customers to

items PLB (Wu,hsiao, 2011)


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Chapter 3: Methodology

3.1: Research Type:-

The sorts of examination utilized as a part of the exploration venture incorporate both the

qualitative and quantitative strategies. These measures furnished the premise to inspect the

explanations of poor brand image of the paint associations around its clients

3.2: Data Type & Research Period:-

The information utilized for the examination is essential information in addition to optional

information. Essential information is gathered by directing different meetings with the upper

administration of each one organization, then by disseminating polls to the overall population

and picking up their perspectives on the perceived brand images of the regarded brand the decide

to paint.

Auxiliary information incorporates readings of exploration papers composed by former

specialists and these papers were determined from sources, for example, sciencedirect,

googlescholar and Jstor.

3.3: Data Collection method:-

I might utilize surveys to gather the information from the general population utilizing these

brands and on top of it will be questioning the executives of the regarded organizations.


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Factor Analysis

The significance level of sphecity of bartletts test came out to be 0.000 which shows that the model isoverall good for analysis.

Also if we look at KMOS adequacy measure it is 0.914 which shows that the factors are adequate and

the analysis can be carried out.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .914

Bartlett's Test of Sphericity

Approx. Chi-Square 4078.497

Df 595

Sig. .000


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Relaibiliy Analysis

Brand Image

Reliability Statistics Cronbach's

Alpha

N of Items

.931 6

The cronbach alpha statistics shows how reliable a construct is and from the table above we can

see that the cronbach alpha here is 0.931 which means that this construct brand image is a

reliable measurement.

Brand Awareness

Reliability Statistics

Cronbach's

Alpha

N of Items

.750 3


see that the cronbach alpha here is 0.750 which means that this construct brand awareness is a


Brand Credibility


Cronbach's

Alpha

N of Items

.923 6


see that the cronbach alpha here is 0.923 which means that this construct brand credibility is a



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Quality


Cronbach's

Alpha

N of Items

.500 5


see that the cronbach alpha here is 0.500 which means that this construct quality is not a

reliability test so in order to make it reliable we will delete Q3.


Cronbach's

Alpha

N of Items

.787 4

So after deleting Q3 the cronbach alpha is 0.787 which is reliable.

Brand Equity


Cronbach's

Alpha

N of Items

.887 4


see that the cronbach alpha here is 0.887 which means that this construct brand equity is a



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Brand Association


Cronbach's

Alpha

N of Items

.560 3


see that the cronbach alpha here is 0.560 which means that this construct brand association is not

a reliability test so in order to make it reliable we will delete bas3.


Cronbach's Alpha

N of Items

.802 2

So after deleting bas3 the cronbach alpha is 0.802 which is reliable.

Advertising


Cronbach's

Alpha

N of Items

.724 5


see that the cronbach alpha here is 0.724 which means that this construct advertising is a reliable

measurement.


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Perceived Value


Cronbach's

Alpha

N of Items

.579 3


see that the cronbach alpha here is 0.579 which means that this construct perceived value is not a

reliability test so in order to make it reliable we will delete pv1.


Cronbach's

Alpha

N of Items

.623 2

So after deleting pv1 the cronbach alpha is 0.623 which is reliable.


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Regression Analysis:

Multiple regression is an extension of simple linear regression. It is used when we want to

predict the value of a variable based on the value of two or more other variables. The variable we

want to predict is called the dependent variable (or sometimes, the outcome, target or criterion

variable). Multiple regressions also allow you to determine the overall fit (variance explained) of

the model and the relative contribution of each of the predictors to the total variance explained.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the

Estimate

1 .881 a .777 .764 .43265

a. Predictors: (Constant), averageperceivedvalue, averagequality,

averagebrandawareness, averagebrandassociation,

averagebrandequity, averageadvertising, averagebrandcredibility

76.4% variation in dependent variable is explained by the independent variables.

Anova:ANOVA a

Model Sum of Squares df Mean Square F Sig.

1

Regression 82.702 7 11.815 63.116 .000 b

Residual 23.773 127 .187

Total 106.474 134

a. Dependent Variable: averagebrandimage

b. Predictors: (Constant), averageperceivedvalue, averagequality, averagebrandawareness,

averagebrandassociation, averagebrandequity, averageadvertising, averagebrandcredibility0.000 shows ANOVA is a good fit model.

Adjusted R2 0.764F-Value 63.116Significance 0.000


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Brand Image= 0.38baw+0.547bc+0.194q+0.143be+0.148bas-0.011a-0.074pv

Levene's Test of Equality of Error

Variances a

Dependent Variable: averagebrandimage

F df1 df2 Sig.

3.765 61 73 .000

F (61,73) = 0.197,(P=0.000)

Levenes test was significant because of which I looked at observe power which was not close to

1 which were 0.102 , 0.340, 0.349, 0.101, 0.181 which means there was a very little impact of

these independent variables on dependent variables.


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6% of variation is explained by gender to tell the relationship between gender and brand image

5.2% of variation is explained by age in telling the relationship between age and brand image

4.5% of variation is explained by marital status in telling the relationship between marital statusand brand image

1.1% of variation is explained by income level in telling the relationship between income leveland brand image


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Multicolinearity

In this table we check tolerance and VIF. Tolerance should be greater than 0.2 and VIF should

be less than 10. Through this table we came to know that the conditions are met which means

there is no multicolinearity between the variables.


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Descriptive Statistics:-

Descriptive statistics is the term given to the analysis of data that helps describe, show or

summarize data in a meaningful way such that, for example, patterns might emerge from the

data. Descriptive statistics do not, however, allow us to make conclusions beyond the data we

have analyzed or reach conclusions regarding any hypotheses we might have made. They are

simply a way to describe our data. Descriptive statistics are very important because if we simply

presented our raw data it would be hard to visualize what the data was showing, especially if

there was a lot of it. Descriptive statistics therefore enables us to present the data in a more

meaningful way, which allows simpler interpretation of the data.

Statistics

gender age range marital status income level which brand you

prefer

NValid 135 135 135 135 135

Missing 0 0 0 0 0

Mean 1.5185 1.6963 1.3852 2.6667 2.8370Median 2.0000 1.0000 1.0000 3.0000 2.0000

Mode 2.00 1.00 1.00 4.00 2.00

Percentiles

25 1.0000 1.0000 1.0000 2.0000 2.0000

50 2.0000 1.0000 1.0000 3.0000 2.0000

75 2.0000 2.0000 2.0000 4.0000 4.0000


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gender

Frequency Percent Valid Percent Cumulative

Percent

Valid

male 65 48.1 48.1 48.1

female 70 51.9 51.9 100.0

Total 135 100.0 100.0

The total number of observations valid are n=135 of which 48.1% are male and the rest 51.9%

are females. This shows that the number of males that participated in this study were slightly less

than females.

age range


Percent

Valid

18-25 75 55.6 55.6 55.6

26-35 32 23.7 23.7 79.3

36-45 22 16.3 16.3 95.6

46 or above 6 4.4 4.4 100.0

Total 135 100.0 100.0

The table reveals the proportion of the ages of respondents in this study. Respondents who were

in-between 18- 25 were 55.6% and respondents in-between the age of 26-35 were 23.7%. Only

4.4% above the age of 46 and 16.3% representing the age 36-45.


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Marital status

Frequency Percent Valid Percent Cumulative Percent

Valid

single 88 65.2 65.2 65.2

married 42 31.1 31.1 96.3

divorced 5 3.7 3.7 100.0

Total 135 100.0 100.0

The table shows the respondents marital status. Most of the respondents in this study were

single (unmarried) which totaled 65.2% i.e. 88 respondents. Next majority were married 31.1%

and divorced were the least with a percentage of 3.7%.

income level


Percent

Valid

20000-40000 28 20.7 20.7 20.7

40000-60000 38 28.1 28.1 48.9

60000-80000 20 14.8 14.8 63.7

80000 & above 49 36.3 36.3 100.0

Total 135 100.0 100.0

The table shows the income level of the respondents which indicates that most of them were

from the income group of above 80000 with a percentage of 36.3%.28.1% showing the income

group from 40000-60000 and with only 14.8% representing income level of 60000-80000.


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which brand you prefer


Percent

Valid

berger 24 17.8 17.8 17.8

ici 56 41.5 41.5 59.3

jotun 13 9.6 9.6 68.9

master 41 30.4 30.4 99.3

44.00 1 .7 .7 100.0

Total 135 100.0 100.0

By looking at the above table we can see that most of our respondents were using ICI with a

percentage of 41.5% and then followed by Master with a percentage of 30.4.Berger were used by

17.8% of the respondents and Jotun by only 9.65% of the respondents.


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Findings:-

Demographics:-

The total number of observations valid are n=135 of which 48.1% are male and the rest 51.9%

are females. Respondents who were in-between the age of 18- 25 were 55.6% and respondents

in-between the age of 26-35 were 23.7%. Only 4.4% above the age of 46 and 16.3% representing

the age 36-45.Most of the respondents in this study were single (unmarried) which totaled 65.2%

i.e. 88 respondents. Next majority were married 31.1% and divorced were the least with a

percentage of 3.7%. Most of the respondents were from the income group of above 80000 with a

percentage of 36.3%.28.1percent showing the income group from 40000-60000 and with only

14.8% representing income level of 60000-80000. Most of our respondents were using ICI with a

percentage of 41.5% and then followed by Master with a percentage of 30.4.Berger were used by

17.8% of the respondents and Jotun by only 9.65 of the respondents.


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Conclusion:-

From the study, it is concluded that brand awareness, quality, associatins and perceived value

plays a significant role in the improvement of the brand image of the company. Good quality

paint is always preferred by the customers so quality helps to maintain a good image of the

company. The more the reliable and durable the paints will be, a good image will be created in

the customers mind. Advertising can have a negative impact on brand image as more advertising

creates a mindset that it is a brand of low standard which is advertising more to convince the

customers and advertisement sometimes also lie to the customers so it can have a negative effect

on the brand image. If brand is not delivering what it promised and customers are not satisfied

with the perceived value of the products, no association will be created between the customers

and the brand and it will have a negative impact on the brand image. So in order to improve the

brand image of the paint organization, companies should focus on providing good quality of

paints and focus on brand credibility.

Discussion

The aim of the research is to understand the significance and importance of brand image for a

company as well as for the customers. The aim of the research is to improve brand image of

different paint organisations in Pakistan. Research on this topic has resulted in mixed results.

Some of the previous theories and models have been supported by the research and few are not.

The importance of the research is that it has contributed to the knowledge of the theories which

explained how customer analyzed brand image of the company. The results of the research will

contribute towards the improvement of the brand image of the company as well as research

would certainly contribute to the knowledge of the management of the company.


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The other factor was that the study would contribute to the knowledge of the factors that were

ignored in the previous researches and also the way customers analyze the brand image of a

company. There were various results in this study that can play a significant role in improving

the brand image of the company.

Managerial Implications

The major problem faced by manager was related to the brand image of paint organizations is

there is a need to make people aware of the quality of the brand and create a positive image in

the minds of the customers. So in order to improve the brand image of the company, manager

should focus on brand awareness, quality, brand associations and brand perceived value.

Quality plays an important role in the improvement of the brand image as customers often test

the quality and reliability of the products. Superior quality provides a competitive edge to the

products because while buying products customers ensure that it fulfill their needs, its durability

and above all meet their expectations. Quality is a motivator for consumers in choosing a

particular product so managers should focus on providing good quality paints.

Recommendations

Future research can be made with respect to many other factors that can affect the brand image

that may include pricing, customer satisfaction, repurchase intention, trust, and company

reputation. Future research may include more sample size to maintain more accuracy. Related

studies can be conducted on different age groups and income level.


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Zaha Paper 1

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