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

Brand Identification Plays In Brand Loyalty and Brand Promotion - Essay Example 3.2 Research Methods This research uses both primary data collection and secondary methods for testing the research hypothesis. The secondary research consists of a literature 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 also covers the theories on these variables and discusses any linkages 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 randomly and the target samples were shoppers from all 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 every 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 simil ar (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 Design The research design consist of the sample size, data collection and sampling method, and analysis techniques. In this research we are using 112 items from previous studies to measure the relationsh ip 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 later 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 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 overlap between the costumer and brand identity. Questionnaire used was of a seven-point format like; strongly disagree, disagree, slightly disagree, neither agree nor disagree, slightly agree, agree and strongly agree. The res earch 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