Brand Identification Plays In Brand Loyalty and Brand Promotion Essay - 1

Brand Identification Plays In Brand Loyalty and Brand packaging - Essay Example3.2 Research Methods This interrogation uses both primary data collection and secondary methods for testing the research hypothesis. The secondary research consists of a books review that contains a critical analysis of the available literature and research on the customer brand identification, brand loyalty, brand promotion, customer satisfaction and retention. It likewise covers the theories on these variables and discusses any link mounts between them. The primary research is carried out among 159 mobile customers in UK with the help of a questionnaire. The data collected in the city of York. Respondents of questionnaire were selected haphazardly and the target adjudicates were shoppers from whole age ranges from 18 to 66 years or more. Both males and females, who come out of retail settings, were used. The strategy used was to approach either third person coming out of a shops (Tesco, Asda, M& S, any high street shop, etc) to ensure that we get a random representative sample whose mindset is similar (shopping). Before giving the questionnaire to the respondents, the researcher explained the research rationale and asked the respondents to complete it based on their favorite mobile brand. Respondents were mainly females (51.6 per cent) in the age group of 18-35 (70.9 per cent). Tables given below give more details about the respondent characteristics Respondents Gender Frequency percent Valid Percent Cumulative Percent Valid Male 77 48.4 48.4 48.4 Female 82 51.6 51.6 100.0 Total 159 100.0 100.0 Respondents Age Frequency Percent Valid Percent Cumulative Percent Valid 18-25 55 34.6 34.8 34.8 26-35 57 35.8 36.1 70.9 36-45 35 22.0 22.2 93.0 46-55 6 3.8 3.8 96.8 56-65 3 1.9 1.9 98.7 66 or more 2 1.3 1.3 100.0 Total 158 99.4 100.0 Missing System 1 .6 Total 159 100.0 3.3 Research formula The research design consist of the sample size, data collection and sampling method, and ana lysis techniques. In this research we are using 112 items from previous studies to measure the human relationship between the customers and their favorite brands, using seven 7-point scale items Scale of Escalas (1996). All questions will have multiple choices (Caproni 2005, p.146).The results of the questionnaires will be used to make conclusions by and by in this study We used about 25 item scale of potential measures of model constructs from C.B Bhattacharya & Sankar sen study to measure the relationship between company identity element and identity attractiveness and also to know the link between identity attractiveness and c-c identity We used the findings of Ahearne et al (2005), to examine the link between customer brand identification in first and second section of our survey (general question about customer and favorite brand) and also to describe the level of intersection point between the costumer and brand identity. Questionnaire used was of a seven-point format li ke strongly disagree, disagree, slightly disagree, neither agree nor disagree, slightly agree, agree and strongly agree. The research will also examine if the CBI have an important role towards the brand loyalty and also in the process of brand promotion. 3.4 Ethical considerations This research uses all the ethical