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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Introduction
If I compare marketing to a long train with multiple compartments, then marketing research
would comprise the dual roles of the engine that powers the train and the links that connect
the individual compartments to form a cohesive functional unit. In other words, marketing
research is the backbone of the marketing function in any organisation. A critical part of the
marketing intelligence system, it helps to improve management decision making for product
promotion and increasing sales by providing relevant, accurate, and timely information, by
aiding the formulation of requisite strategies.
A review of literature in the marketing domain shows a considerable body of work
converging on the importance of the corporate brand. This has resulted in the need to manage
a corporate brand effectively (Lane Keller, 1999) and identification of the need to reveal the
processes involved in building and sustaining positive corporate reputations with wider
shareholder audiences (Balmer, 1998, Ind, 1998, Macrae, 1999).
This research thesis takes on the scientific method of exploring the concept of corporate
brand identity in the minds of the consumers, thus identifying the determinants of corporate
brand identity, the value of customer-centric branding and the need to improve consumer
brand knowledge. An analysis of brand functions further helps devise a process for consumer
segmentation. Design of an experiment helps formulate strategies for increasing consumer
emotion for a brand by increasing the level of the consumers knowledge about the brand.
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As stated in the introduction, the purpose of this dissertation is to open up the black-box of a
consumers perception of a brand which is done by exploring the consumers mind space and
improve product positioning in terms of the knowledge acquired about the brand. The study
began with the identification and exploration of the mental association constructs of
corporate-brand identity in the consumer mind space and identification of the factors
responsible for the development of the brand image in the minds of the consumers. This
involved an initial exhaustive study of the literature on corporate brand identity, thereby
signifying that corporate brand identity is a function of Brand Image and Brand personality.
Brand image is a function of perceived value by a consumer which results in brand
association (Aaker and Jennifer, 1997). In the above context, I try to link corporate brand
identity with the brand images of products in the corporate portfolio. Amongst other
parameters, Corporate Brand Identity is also a function of the ability of the consumers to
associate all other brands in the corporate portfolio with the corporate brand. This helped to
develop the conceptual framework for the theses.
3.2.1.1. Sampling
To illustrate the relationship between the brand association and the corporate brand identity, a
pool of 200 product brands was created. The pool created was a random selection of a set of
product brands across eight Corporates. The study was conducted by using the brand pool as
a research instrument. This was administered to respondents in urban Indian cities and only
those brands which could find recognition with the respondents were included in the pool.
The same was administered to a set of 100 respondents.
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DABUR
PARLE
CADBURY
HUL
TATA
ITC
P&G
Gujarat
CoOperative
Milk
Marketing
Federation
(AMUL)
Total
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From the set of above mentioned BRANDS identify the Corporate behind them. Put the
brand under the right corporate listed below (Columns).
The product brands in the brand pool were grouped on the basis of the brand name typology,
(Table 4.2 as indicated in the Result/Findings chapter).
For the purpose of this study, I define the following types of brand names:
(i)Family Brand Name-A family brand name comprises usage of the name of the corporate
brand which is used for all products produced or marketed by that corporate. By building
customer trust and loyalty for the family brand name, all products that use the brand can
benefit.
(ii)Individual Brand name-An individual brand name does not identify a brand with a
particular company.
(iii)Combination Brand Name-A combination brand name brings together a family brand
name and an individual brand name. The idea here is to provide some association for the
product with a strong family brand name but maintaining some distinctiveness so that
customers know what they are getting.
The above study thus details that the brand image is what is currently in the minds of
consumers, whereas brand identity is aspirational from the brand owners' point of view.
Further corporate brand identity is a function of Brand Image and Brand personality. Brand
image is a function of perceived value by a consumer which results in brand association. In
the above context, I try to link corporate brand identity with the brand images of products in
the corporate portfolio. Amongst other parameters, Corporate Brand Identity is also a
function of the ability of the consumers to associate all other brands in the corporate portfolio
with the corporate brand identity.
The inverse correlation figures illustrated in the chapter on Results and findings indicate a
significant gap between the corporate brand identity per se and the association of the
individual with the specific brand. This gap brings in the need to study the relevant literature
in the domain of corporate brand identity and its constructs.
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S. No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
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38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
Relevant
Reliability
Reliable
Sense of Community
Sensual Experience
Service Oriented
Serviceability
Social Approval/Social Respect
Social Responsibility of the organization
Sophistication of the product
Spirited
Stands for Something
Successful
Superiority
Sustainability
Trust
Unique
Visibility of Brand
Visual Appeal
Wholesome
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Table 3.3: Evaluation GRID
S.no.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Attribute
Active Engagement
Admirable
Advertising and Jingles
Appealing
Approachable
Association of Celebrity or Endorsement
Attitudinal Attachment
Authenticity
Behavioral Loyalty
Believable
Brand Resonance
Captivating
Cheerful
Conscientious
Contribution of Corporate Values to Brand
Drives
me to
buy a
product
because
i
Builds an
perceive
emotional Contribution Enhances greater
connection of product to perception value in
with the
my Lifestyle of the
the
Brand
and Image
Brand
brand
27
21
21
4
6
49
20
39
6
20
35
30
46
23
20
19
32
20
46
19
6
21
28
19
36
21
33
19
38
8
42
6
38
21
42
46
36
46
36
45
6
47
36
33
6
28
20
19
62
37
5
4
21
32
19
59
61
6
36
25
83
I buy
because
i Trust
in the
Brand
61
27
6
47
47
61
6
49
22
36
21
61
32
6
12
I feel
in sync
with
the
Brand
62
8
23
7
22
23
7
49
7
12
7
14
22
8
6
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16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
Identity
Delivery of Benefits
Dependability
Durability
Dynamic
Empathy
Engagement
Excitement
Global Image
Glorification of "MY" Personality
Honest
Innovative
Intelligent
Intense
Likability
Liking of Brand
Meaningfulness
Mesmerizing
Popular
Price
Product performance better than competitor
Recognition
Recognition of Logo
Relevant
Reliability
Reliable
Sense of Community
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21
8
21
6
36
21
32
21
21
63
46
6
21
6
6
7
6
21
6
6
6
6
20
8
7
21
34
20
21
38
21
22
21
8
44
6
21
6
47
42
23
27
78
13
23
46
14
7
13
61
6
33
6
22
62
20
60
26
60
22
27
63
27
47
35
34
31
27
26
47
5
22
37
21
12
37
47
22
18
45
21
18
4
30
4
59
4
21
59
33
18
60
48
4
19
19
53
74
19
19
45
35
20
59
47
36
21
32
21
21
6
21
32
23
6
21
6
36
36
63
27
42
27
36
61
76
21
23
47
32
23
6
6
23
8
62
23
23
23
6
14
21
23
6
23
62
22
13
21
6
7
8
43
7
7
23
Research Methodology
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
Sensual Experience
Service Oriented
Serviceability
Social Approval/Social Respect
Social Responsibility of the organization
Sophistication of the product
Spirited
Stands for Something
Successful
Superiority
Sustainability
Trust
Unique
Visibility of Brand
Visual Appeal
Wholesome
47
7
36
36
36
46
7
36
32
6
27
38
26
20
6
6
41
6
47
49
6
8
21
6
22
46
13
6
29
21
23
61
45
62
36
20
7
26
6
22
36
7
47
51
11
32
62
7
4
59
47
19
19
25
45
45
34
45
33
27
25
25
45
4
26
37
62
22
6
6
32
36
27
36
76
43
32
35
21
42
49
27
7
22
47
49
22
22
34
6
8
6
7
7
8
6
*the numeric values in the column 3-8 are the number of respondents who linked the attribute to a specific brand function.
The grid was administered to respondents who were asked to link each brand attribute to the specific brand function that it performs as per
their perception. The numeric values in the columns 3 to 8 show the number of respondents who linked one specific brand function to one
specific brand attribute.
For example the numeric value of 27 in the second row and third column indicates the number of respondents who linked attribute active
engagement to the first brand function of emotional connection.
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used to calculate factor wise frequencies. These, when compared with the sum total of the
composite frequencies across all factors, yielded the weights for the individual factors. The
weights were used to develop a relative scoring method, to eventually develop a brand
customer centricity calculator (discussed in detail under the chapter on findings and analysis).
3.3.2. Lexicographic Heuristic model
Lexicography heuristics includes the selection of the best brand/product on the basis of its
most important attribute. I combined the lexicographic heuristic model to incorporate
consumer rating of brand attributes, along with the Weighted Linear Compensatory model
using weights of specific brand functions to develop what I term as the Brand Customer
Centricity Calculator (BCCC) (discussed in detail under the chapter on findings and analysis).
The objective here is to define brands on the basis of their attributes and use consumer
response to brands on these attributes as the premise for consumer behavioral and purchase
decisions. For specific products, consumers are asked to rate the product on a particular
attribute, based on their perception. This reflects the positioning of a specific brand on a
particular attribute in the consumer mind space.
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attributes under the particular brand function and the Brand Customer Centricity Score is
calculated. Weighting and summing are processes used not only to define rational choices but
also rational inferences (Gigerenzer and Kurz, 2001). As already seen in literature review,
consumers will adopt brands that score high on Customer Centricity.
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Admirable
Association of celebrity
Appealing
Delivery benefits
Dependability
Attitudinal attachment
Innovative
Behavioral Loyalty
Intelligent
Believable
Captivating
Consumer
Brand
Knowledge
Emotional
Connection
Popular
Product performance
Cheerful
Empathy
Successful
Excitement
Superiority
Intense
Tough
Likeable
Unique
Mesmerizing
Up to date
Brand
Customer
Centricity
Sensorial Experience
Approachable
Spirited
Authentic
Glorification of MY
Personality
Visual Appeal
Wholesome
Durability
My Life
style and
Image
Trust
Global Image
Honest
Relevant
Trust
Brand Visibility
Dynamic
Corporate values
Imaginative
Sense of Community
Meaningfulness
Price
Service oriented
Responsible
towards
Customer
My
perception
Serviceability
Recognition
Social Approval
Recognition of Logo
Sustainability
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Approx. Chi-Square
6052.012
0.867
91
df
210.000
Sig.
.000
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No. of items
per Dimension
Cronbachs
Alpha
Mean
15
.9438
3.5227
20
.8987
3.6078
.9135
3.6672
0.43042
14
.9335
3.5178
0.3993
.9032
3.5072
0.3662
.9193
3.5011
0.3022
Emotional
Connection
Life Style
and Image
Enhances
Brand
Perception
Consumer
Brand
Knowledge
Trust
Responsible
Towards
Customer
Standard
Deviation
0.5042
0.3650
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The below listed 50 brands were chosen from the Indias Most Trusted top 100 brands.
S.No.
Brand/Product Name
S.No.
Brand/Product Name
7 UP
26
Rasna
Crocin
27
Pepsodent
Dettol
28
Pepsi
Asian Paints
29
Pears
Tide
30
Maruti Suzuki
Titan
31
Lux
Sony Ericsson
32
Iodex
Sony
33
Coca Cola
Surf
34
BSNL
10
Goodknight
35
Bajaj Motorcycle
11
Dabur
36
Bournvita
12
Whirlpool
37
Amul
13
Zandu Balm
38
Bata
14
Garnier
39
Complan
15
Ponds
40
Parle
16
Philips
41
Hero Honda
17
Vodafone
42
Lakme
18
Thums UP
43
H&S
19
44
Maggi
20
Sprite
45
Nokia
21
Nescafe
46
Mirinda
22
Motorolla
47
Pears
23
Lays
48
Tata Salt
24
Limca
49
Sunsilk
25
50
Videocon
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ATTRIBUTES
After this the next crucial step was to determine the sample. The idea was to interview all the
possible consumers who use the brands-the Chief Wage Earners (CWE) who contribute
maximum to the household income, housewives, young adults (both males and females). The
survey has been restricted to urban India, (Delhi and NCR) with a view to focus on the prime
target audience for the consumer-branded products. It was also felt that if a rural consumer is
asked to rate various brands, his ratings would be driven mainly by familiarity or popularity,
i.e. brand with mass market appeal. Therefore if rural opinion is included, brands would be
rated on just two parameters of the seven that were set down and the other parameters would
get played down unconsciously. Given these difficulties, the most Trusted Brands survey
represents urban India in all town classes where a more balanced survey can be assured.
Target respondents were interviewed in five metros, four Class 2 towns (population between
5 and 10 lakh) and four Class 3 towns (population between 50,000 and one lakh) in each
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geographic zone. Each respondent was shown the brand list and was asked to rate on a 1-to-4
familiarity scale, 1 for not heard of the brand, 4 for know the brand very well. Then the
respondent would evaluate all brands rated above 1 by him/her on the familiarity scale. The
evaluation is done at an overall level about each brand by indicating his/her rating to a scale
where one end is extremely poor and the other perfect in every way. Conducted by
research agency, The Nielsen Company, the survey is the largest of its kind in India, with a
sample of 8,160 distributed across socio-economic classifications, age, income and
geography. After considerable brainstorming by Brand Equity along with Nielsen, the list of
300 brands (212 consumer products and 88 service brands) is finalized. Each brand is then
evaluated on relatedness (does it evoke a feeling of warmth or friendliness); perceived
popularity (is it known, recognized and accepted by a wide array of consumers); quality
connotation (what does it stand for in the quality of its product); distinctiveness or uniqueness
of what it stands for; value for money that it offers (does it strike a chord with the consumer)
and repurchase intent (which would show how deeply is the brand ingrained).
3.4.3. Sampling Strategy for 50 brands
3.4.3.1. Sampling of 50 Brands
The most Trusted Brand Survey identified brands that bond with consumers. The Survey had
a significant representation of 100 brands across the 13 categories outlined as part of the
research. A table of percentage of brands across each category was created. Sample of 50
Brands which had an equivalent representation of each category was extracted for the
purpose of the research. The numbers of brands selected across each category were as listed
below:
Table 3.8: Brand Selection Category
CATEGORIES
Automobiles (4 Wheeler)
Automobiles (2 Wheeler)
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FMCG-Food Products
FMCG-Personal Care
12
FMCG-Home Care
Consumer Durables
Communications-Service Providers
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: Consumer
Sampling Unit
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sample in which neither so few are selected as to render the risk of sampling error intolerably
large, nor too many units are included which may raise the cost of the study to make it
inefficient, must be weighed properly.
The sample size for the study is 1500 units. For the purpose of this research study sampling
with replacement technique (Malhotra and Dash, 2010) has been used. In this, an element is
selected from the sampling frame and appropriate data is obtained. Then the element is
placed back in the sampling frame. As a result it is possible for an element to be included in
the sample more than once. Therefore for this study, the respondents were used in groups of
30 for each of the 50 brands.
The number of responses for this study can hence be considered as, N=1500, which
represents number of filled up responses and does not represent individual number of
respondents.
3.4.3.2.4. Additional validation study of BCCC
To validate the Brand Customer Centricity Calculator, an additional study was carried out
The objective of this Validation process was to validate the Brand Customer Centricity
Calculator by comparing the Brand Customer Centricity Scores (BCCS) across different
product brands under the umbrella of one parent brand, HUL (Hindustan Unilever Limited)
and subsequently studying the brands performance from the consumer perspective across
the six brand functions.
3.4.3.2.5. Focus Group Details
The focus groups (comprising of 15 respondents) for the purpose of the validation process
were chosen in an intricate manner. Care was taken to choose consumers of the brand as
focus group members. This was maintained as a basic premise for all the five brands chosen
for the validation.
Three factors were the qualifying criteria for the respondents to be a part of the focus group.
1. The respondent should have been using the brand.
2. The frequency of the usage should have been at least one purchase a month.
3. Length of association with the brand should have been at least 1 year or more.
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The demographic factors like age and gender etc, were ignored for this validation process.
The objective of this Validation process was to validate the Brand Customer Centricity
Calculator by comparing the Brand Customer Centricity Scores (BCCS) across different
product brands under the umbrella of one parent brand and subsequently studying the brands
performance from the consumer perspective across the six brand functions.
The results of the same have been shown in the chapter on findings and results.
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3.6. Clustering
3.6.1. Hierarchical Clustering
Cluster Analysis, also called data segmentation, relates to grouping or segmenting a
collection of objects (also called observations, individuals, cases, or data rows) into subsets
or "clusters", such that those within each cluster are more closely related to one another than
objects assigned to different clusters. Hence, objects in a cluster are similar to each other.
They are also dissimilar to objects outside the cluster, particularly objects in other clusters.
Clustering algorithms function such that intracluster similarity is maximum and inter-cluster
similarity is minimum. Clustering also has applications in the field of marketing
segmentation.
There are two major methods of clustering-hierarchical clustering and k-means clustering.
For my study, I use the technique of Hierarchical Cluster Analysis. This is a statistical
method for finding relatively homogeneous clusters of cases based on measured
characteristics. It starts with each case in a separate cluster and then combines the clusters
sequentially, reducing the number of clusters at each step until only one cluster is left. When
there are N cases, this involves N-1 clustering steps, or fusions. This hierarchical clustering
process can be represented as a tree, or dendrogram, where each step in the clustering process
is illustrated by a join of the tree.
3.6.2. K-means Clustering
Considering that the BCCS uses the concept of weighting to encode the relative importance
of the brand function variables, I use the Brand Customer Centricity score to create different
consumer segments which can be targeted separately. This is done using the k-means
clustering algorithm, SPSS 17.0. The clustering algorithm is initiated by creating k-different
clusters and subsequently the distance measurement between each of the sample, within a
given cluster, to their respective cluster centroid is calculated. I use Euclidean distance
measure for my study. After obtaining initial cluster centers, the procedure, (i) Assigns cases
to clusters based on distance from the cluster centers and (ii) Updates the locations of cluster
centers based on the mean values of cases in each cluster. These steps are repeated until any
reassignment of cases would make the clusters more internally variable or externally similar.
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The initial cluster centers are the variable values, whereby the final cluster centers are
computed as the mean for each variable within each final cluster. The final cluster centers
reflect the characteristics of the typical case for each cluster
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information setting. The information was provided and the subjects responses were collected
for recall and judgment measures (e.g., attitude towards the ad, and brand).
3.7.2. Experiment Research Design Methodologies
I based the experiment design on the following three methodologies(i) One-Group Pretest-Posttest Design
The one group pretest-posttest may be symbolized as
O1 X O2
In this design a test group is measured twice. There is no control group. First a pretreatment
measure is taken (O1), then the group is exposed to the treatment (X). Finally, a post
treatment measure is taken (O2). The treatment effect is computed as O2 - O1, but the validity
of this conclusion has a limitation as it has the internal validity, but scores low on external
validity.
(ii) Interactive Testing Effect.
Testing effects are caused by the process of experimentation. These are the effects on the
experiment, of taking a measure on the dependent variable, before and after the presentation
of the treatment (Malhotra and Dash, 2011).
(iii) Matching
The method of matching aids controlling extraneous variables that involve matching test units
on a set of key background variables before assigning them to the treatment conditions. The
matching was used for the purpose of this study to match the units of study on basis of their
higher scores on two functions of consumer brand knowledge and consumer brand emotion.
In light of the drawback that test units can be matched on only a fewer characteristics, thus
only two functions were considered.
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The objective of the study is to demonstrate that Corporate Blogs can be used by
organizations for increasing the level of Consumer Brand Knowledge. While designing the
experiment, the level of Consumer Brand Knowledge of the respondent/consumer is mapped
using a RESEARCH INSTRUMENT (as shown below). The similar kind of tool was being
developed for each of the 20 product blogs. The experiment aimed to check for the consumer
brand knowledge (CBK) levels both pre and post, of a respondent for a given product blog.
Twenty corporate blogs from the previous study having the highest interactivity score for
brand communication were lifted from the paper. The corporate blogs used for the purpose of
the experiment are mentioned as under (Table 3.9). I calculated the pre and post-consumer
brand knowledge scores, with a focus group of 30 respondents for these blogs as shown in the
chapter on findings and analysis.
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S.NO.
INTERACTIVITY SCORE
2.13
2.661
Volkswagen
2.24
Cadbury
3.35
Frito Lay
1.8006
HP
2.2366
ICICI
3.533
Kingfisher Airlines
2.661
Levis
2.443
10
Maruti
2.8848
11
M&M
1.3704
12
McDonalds
2.4546
13
Nokia
3.097
14
Philips
2.879
15
Sony
3.097
16
Yahoo
2.879
17
Xperia
3.315
18
Yamaha
2.2366
19
LG
1.8064
20
Coca-Cola
2.01896
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Figure 3.2. Research Instrument to measure CBK levels (pre and post) of participants.
CADBURY
1. Does Cadbury pay its Cocoa farmers in Ghana a fair price for its product, something
the farmers werent receiving before?
Yes
No
2. Has Cadbury won the prestigious BITC - Business in the community award for its
Cadbury Cocoa Partnership (CCP)?
Yes
No
3. Is it true that your favorite Cadbury's product be discarded and remade, if the precise
method of production isn't followed?
Yes
No
4. Are lucky Facebook fans of Cadbury rewarded with a 1Kg! Cadburys bar on their
wedding?
Yes
No
5. Do Consumers get a chance to get involved in wrapper design for Cadburys?
Yes
No
6. Would Cadbury be investing a sum of 45 Million British Pounds over a period of
10yrs for its CCP?
Yes
No
7. Does Cadbury facilitate meetings between British Dairy farmers and Ghana Farmers
to help transfer expertise?
Yes
No
8. Have you heard of the Cadbury's cocoa partnership program in Ghana?
Yes
No
9. Have you heard of the Cadbury's Facebook initiative that allows and rewards fans for
recreating Cadbury's Advertisements?
Yes
No
10. Do you know how a Cadbury's production facility looks like?
Yes
No
Phase II, I now proceed to define another independent variable CBE which is- (as defined
earlier in the chapter on literature review).
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Figure 3.3. Research Instrument to measure CBE levels (pre and post) of participants.
Brand Blog: ..
Use one word to describe YOUR perception of the given Brand on the following attributes:
Active
Engagement
Superb
Excitable
Constructive
Unnoticeable
Advertising
and Jingle
Excitable
Full of Life
Admired
Disgustful
Appealing
Smart
Magnetic
Excitable
Unnoticeable
Attitudinal
Attachment
Graceful
Well off
Royal
Disappointing
Behavioral
Loyalty
Sincere
Genuine
Responsible
Disappointing
Believable
Recognized
Genuine
Responsible
Disappointing
Captivating
Superb
Mesmerizing
Full of Life
Unnoticeable
Cheerful
Full of Life
Happy
Well off
Disgustful
Empathy
Understanding
Compassion
Responsiveness
Disappointing
Excitement
Terrific
Fascinating
Encouraging
Disappointing
Intense
Associable
Genuine
Intelligent
Disappointing
Likeable
Purposive
Smart
Magnetic
Disgustful
Mesmerizing
Captivating
Purposive
Superb
Unnoticeable
Sensorial
Experience
Intensely
Spirited
Stunning
Disappointing
Spirited
Splendid
Encouraging
Amazing
Disappointing
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Research Methodology
Various viewpoints abound about the definition and scope of interactivity. One viewpoint
suggests that interactivity is a psychological user orientation viz. a customers choice to
interact, thus making it a characteristic of the people involved, (Schumann, Artis, and Rivera,
2001). As per another viewpoint, it is the characteristic of the medium being used
to communicate, to stimulate interpersonal communication between involved entities. Still
another view understands interactivity as a multidimensional concept, which is a combination
of user perception and features of the medium involved.
In the context of this research study, I define Interactivity as the ability of an online tool to
provide a 2 way interaction between the organization and the customer and use a
combination of user perception and structural features to calculate the level of interactivity of
a corporate blog. Interactive measures are added to capture and hold an audience's attention,
(McAdams, 1995) and are used to stimulate public discussions and draw thousands (or
millions) of people together in a virtual community. In the context of a marketing
environment, these web based interactions can be eventually used by organizations to refine
marketing efforts, educate the customer about their brand, develop new products and to some
extent, by responding to a customer comment, add an element of customization to improve
the customer relationship. Research has indicated that a sizeable number of customers leave
the patronage of a company product or service because of the perceived indifference of the
company. These web based interactions can aid in reducing the level of perceived
indifference of a company, and at the same time reinforce a customer purchase decision, by
offsetting the feeling of cognitive dissonance , (Mc Daniel, Lamb, Hair 2006).
i) User perception of interactivity of a corporate blogPsychology of users varies as I refer to their perception of what purpose the feature of
interactivity serves in a corporate blog. A corporate blog serves as a touch point between
organization and consumers where a bidirectional learning process can commence between
the two entities. Success of Customer Relationship Management (CRM) endeavors of
organizations depends on their ability to establish and manage interaction with their
customers. The greater the latitude of this interaction, the greater the organizational ability to
generate and manage knowledge about its customers. A corporate blog helps increase the
dimension of this interaction by helping the customer ask questions, get responses, look for
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information, contact customer service, contact senior organizational executives, portray his
viewpoint, and at times access other forums related to the same organization/product/service,
while at the same time help the organization capture consumer information as also actionable
data to aid customization of offerings. (Sinha, Ahuja and Medury, 2011).
3.7.4. Validity in Experimentation
When conducting an experiment, a researcher has two goals
1) Draw valid conclusions about the effects of the independent variables on the study
group.
2) Make valid generalizations to a larger population of interest.
I will discuss the above stated experiment goals in the light of internal and external validity.
3.7.4.1. Internal validity
Internal validity refers to the manipulation of independent variables, which are responsible
for causing the observed effects on the dependent variable. In the light of internal validity, it
is important to examine the external variables, other than those already defined in the
experiment. One strategic variable, which I introduce here, is-level of internet savviness of
the participants. And the experiment was conducted on a control group where all the
participants display the same level of internet savviness.
3.7.4.2. External validity
The cause and effect relationships found in the experiment can be generalized. The results
cannot be generalized beyond the experimental situation. Hence, populations, settings, (The
pool of respondents was at the same level of internet savviness), independent variables
(CBK) and dependent variable (CBE) too which the result can be projected.
3.7.5. Sampling of respondent pool for the study
The sample for the experiment group was drawn from the original sample for the entire study.
In total, 40 respondents, 10 from each of the four different age groups (20-25, 25-30, 30-35
and 35-40) were made to participate in the study for calculating the internet savviness scores.
Ph.D. Thesis
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Research Methodology
This was done through an evaluation grid (Table 3.10). It was seen that the older age group of
35-40 had very minimal usage hours of the internet (less than 2 hrs) and their internet
savviness score was also less than 22. Considering the results, these respondents were not
included for the final experiment study.
For this, the respondent pool was selected by the process of matching. In the experiment
conducted, the test units (members of the focus group) were of similar age groups, the
internet usage hours of the test group were more than 2 hrs a day and the internet savviness
score of the test unit was more than 22 (Table 3.11).
Continuing with our research experiment, when respondents were asked to answer the
questions, for a particular corporate blog, before and after exposure to a blog, it was possible
to measure the variation in CBK, courtesy their sensitization to the blog. Sensitization would
imply degree of association/ exposure and ability to navigate the blog (Ahuja and Medury,
2010).
In the context of the Interactive Testing effect, the prior measurement of CBK levels impacts
the consumer emotion, and subsequent response to the independent variable. Hence consumer
brand emotion becomes a dependent variable (CBE) dependent on the independent variable,
CBK. Increased exposure to the blog (increased time) helps streamline the variation in the
CBK level.
3.7.6. Correlation between Delta Consumer Brand Knowledge and Delta Consumer Brand
Emotion Scores ( CBK and CBE)
The final step was to see the strength of association between the two metric variables, CBK
and CBE. It was done using correlation which aided in observing the degree to which
variation in CBK is related to the variation in CBE. This was done using the Karl Pearson
correlation coefficient (SPSS 17.0).
The results of the same have been clearly indicated under the chapter on Findings and Results.
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Table 3.10: Evaluation Grid to evaluate Interactivity Scores
Answer the following questions.
1 What is your age?
2 Number of hours spent on the Internet per day?
0-2 hrs
3
1
2
3
4
5
6
7
8
9
10
2-4 hrs
4-6 hrs
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Research Methodology
Age Group
Usage Hrs/day
R1
20-25
26
R2
20-25
28
R3
20-25
24
R4
20-25
26
R5
20-25
25
R6
20-25
26
R7
20-25
26
R8
20-25
24
R9
20-25
26
R10
20-25
26
R11
20-25
24
R12
20-25
24
R13
20-25
26
R14
20-25
23
R15
20-25
27
R16
20-25
27
R17
20-25
25
R18
20-25
27
R19
20-25
24
R20
20-25
26
R21
20-25
28
R22
20-25
25
R23
20-25
25
R24
20-25
24
R25
20-25
25
R26
20-25
23
R27
20-25
24
R28
20-25
23
R29
20-25
26
R30
20-25
24
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Ph.D. Thesis
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