THE IMPORTANCE OF VISUAL IDENTITY OF A BRAND ON CONSUMER’S

PERCEPTION IN AZERBAIJAN

By
FARID HUSEYNOV

Project Paper Submitted in Partial Fulfilment of the Requirements for the Degree
of Master of Business Administration at the Putra Business School
December 2020
 DECLARATION

I hereby declare that the project paper is based on my original work except for quotations

and citations that have been duly acknowledged. I also declare it has not been previously

or concurrently submitted for any other degree at PBS or other institutions.

FARID HUSEYNOV

Date: 20 December 2020

i
 ABSTRACT

Abstract of project paper presented to the Senate of Putra Business School in partial
fulfilment of the requirements for the degree of Master of Business Administration

THE IMPORTANCE OF VISUAL IDENTITY OF A BRAND ON CONSUMER’S

PERCEPTION IN AZERBAIJAN

By
FARID HUSEYNOV
December 2020

Supervisor: Professor Dr. Abu Bakar Sade

Faculty: Putra Business School

With the post-pandemic era established businesses had to pay attention to different ways
of gaining customers attention, as well as setting up a successful brand identity through
online and on-site businesses. As the involvement of individualist and preference of the
symbolic experiences in consumer’s purchasing behavior, companies switched from
focusing on sales to focusing on customer-oriented models. Now, the brand and brand
identity are the primary channels to establish a good communication with the consumers.
Despite of the remarkable growth of the visual importance in brand identities, there are
very few studies that focus on how it may affect the consumer’s perception. The study
begins with an examination on the factors that affect consumers when looking at a
particular brand identity as well as important parts that form up a successful VBI (Visual
Brand Identity). Therefore, the research is further extended to examine what makes it to
build up a successful visual identity. An online questionnaire was distributed among the
users of the most popular brands in Azerbaijan. The results indicate that there is a strong

ii
relationship between the visual brand identity and the consumer’s perception towards a
brand. The final results are also discussed and examined to apply for further businesses
in order to build a successful brand.

iii
 ACKNOWLEDGEMENTS

I would like to begin with the fact that it was my first time studying abroad and without

any doubts it was very challenging as the time I travelled to Malaysia has crossed with

the beginning of the pandemic period.

Therefore, I am very grateful to have such an opportunity in the middle of so many

external challenges. I would like to thank every of my classmates and my lecturers for

supporting me during this journey.

And especially I would like to express my gratitude to my supervisor. He is the main

person who made me realize how I can get use both of my experience from Creative

Industry and Business Management. Thank you, Dr., I have learnt a lot from your classes

and I really appreciate all the kindness you extended to me along the journey.

Apart from that, many thanks for all of the respondents and my friends from the Creative

Industry from all over the world who helped me to gather the required data in order to

finalize my research.

I would also like to thank to my fiancée, my father and my mother for their great support

and encouragement during my studies. It was an unbelievable journey and I am very

thankful to everyone from Putra Business School staff for their help during the big journey

I had at the University.

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 TABLE OF CONTENTS

DECLARATION ............................................................................................................. i

ABSTRACT .................................................................................................................... ii

ACKNOWLEDGEMENTS ......................................................................................... iv

LIST OF TABLES AND FIGURES ............................................................................ ix

LIST OF ABBREVIATIONS ........................................................................................x

1. CHAPTER ONE: INTRODUCTION ....................................................................1

1.1 Background of study.............................................................................................1

1.2 Problem Statement ...............................................................................................3

1.3 Research Questions .............................................................................................4

1.4 Research Objectives ............................................................................................5

1.5 Significance of Study ..........................................................................................5

1.6 Scope of Study .....................................................................................................6

1.7 Summary ..............................................................................................................6

2. CHAPTER TWO: LITERATURE REVIEW ........................................................8

2.1. Introduction ....................................................................................................8

2.2. Summary.........................................................................................................8

2.3. Hypothesis development ................................................................................8

2.4. Conceptualization of key variables ................................................................9

2.4.1. Logo and Shapes ..........................................................................10

2.4.2. Importance of the Color on VBI ...................................................... 11

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 2.5. Dependent Variables ....................................................................................11

2.5.1. Colors on a Logo .........................................................................12

2.5.2. Shapes on a Logo ........................................................................12

2.6. Independent Variables .................................................................................14

2.6.1. Brand Personality ........................................................................14

2.6.2. Aesthetic Stimuli .........................................................................14

2.7. Relationship between variables ...................................................................15

2.7.1. Shape on Logo and Brand Personality .........................................16

2.7.2. Shape on Logo and Aesthetic Stimuli..........................................17

2.7.3. Color on Logo and Brand Personality .........................................18

2.7.4. Color on Logo and Brand Personality .........................................19

2.8. Research Framework ...................................................................................20

3. CHAPTER THREE: RESEARCH METHODOLOGY .....................................21

3.1. Introduction ..................................................................................................21

3.2. Research approach ........................................................................................21

3.3. Research objectives ......................................................................................22

3.4. Theoretical Framework ...............................................................................22

3.5. Hypothesis statements ..................................................................................24

3.6. Research Design ..........................................................................................24

3.7. Population ....................................................................................................25

3.8. Sampling Frame ...........................................................................................25

3.9. Sample Size .................................................................................................26

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 3.10. Sample Design .............................................................................................26

3.11. Instrument Design .......................................................................................27

3.12. Data Collection ............................................................................................28

3.12.1. Primary Data ................................................................................28

3.12.2. Secondary Data ............................................................................29

3.13. Data Analysis Method .................................................................................30

3.13.1. Interview .....................................................................................30

3.13.2. The Format ..................................................................................30

3.13.3. The Structure ...............................................................................30

3.14. Expected Outcome .......................................................................................31

3.15. Data screening ..............................................................................................31

3.16. Reliability test ...............................................................................................31

4. CHAPTER FOUR: DATA ANALYSIS ................................................................33

4.1. Introduction .................................................................................................33

4.2. Research Approach ......................................................................................35

4.3. Research Design Tools ................................................................................36

4.4. Data Collection ............................................................................................40

4.5. Data Management ........................................................................................40

4.6. Survey ..........................................................................................................45

4.7. Sample .........................................................................................................48

4.8. Brief Backgrounds of the brands selected ...................................................49

4.9. Data Analysis ...............................................................................................49

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 4.10. Hypothesis Test ...........................................................................................49

4.11. Summary ......................................................................................................50

5. CHAPTER FIVE: DISCUSSION AND CONCLUSION ....................................51

5.1. Summary ......................................................................................................51

5.2. Recapitulation of Study ...............................................................................51

5.3. Discussion on Findings ................................................................................52

5.3.1. Direct effect of logo shapes on consumer’s perception ...............53

5.3.2. Direct effect of logo colors on consumer’s perception ................54

5.4. Implications of the study ..............................................................................54

5.4.1. Practical Implications ..................................................................54

5.4.2. Theoretical Implications ..............................................................55

5.5. Limitations of the study ................................................................................57

5.6. Recommendations for the future research ....................................................57

5.7. Conclusion ....................................................................................................58

6. REFERENCES ........................................................................................................59

7. APPENDICES .........................................................................................................66

8. APPENDIX 1: QUESTIONAIRE .........................................................................67

9. APPENDIX 1: SPSS RESULTS ............................................................................74

viii
 A LIST OF TABLES AND FIGURES

A LIST OF FIGURES

Figure 1.1 McDonald’s Logo 2018 to Present 2

Figure 2.1 Mastercard logo build with abstract shapes 13

Figure 3.1 Major brand strategy decisions 18

Figure 3.2 Visual communication system 20
Figure 4.1 Market share of the most used and searched local companies 43
in Azerbaijan
Figure 5.1 Brand Identity of Qolat Sports Services formed by the 51
Vercetty Design Agency using the study

LIST OF TABLES
Table 3.1 List of local companies that agreed to partner for the research 24
Table 3.2 A list of physical interviewees, 8 out of 136 27

Table 4.1 List of questions as referred to the previous researches. Used 35

for the generation of the survey questions in the final
questionnaire.
Table 4.2 Content validity test to enter questions to the final 38
questionnaire.
Table 4.3 Cronbach Alpha Values for the Items on the Scale 39
Table 4.4 Pearson Chi-Square Values for Cross-Tabulated Variables 41
Table 4.5 Sample Characteristics 42

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 LIST OF ABBREVIATIONS

VBI Visual Brand Identity

IT Information Technology
RGB Red Green Blue
B2B Business to Business
R&D Research and Development
B2C Business to Consumer
OP Organizational Performance
BI Brand Identity
Q&A Question and Answer
QA Quality Assurance
GD Graphic Design
UX User Experience
UI User Interface
CX Customer Experience
CMYK Cyan Magenta Yellow Black
CBI Corporate Brand Identity
UI/UX User Interface and User Experience
AI Artificial Intelligence
AZN Azerbaijani Manat
USD United States Dollar
CTA Call to Action
PO Product Owner
PM Project Manager
IxD Interaction Design
KPI Key Performance Indicator

x
1. CHAPTER ONE

1.1. Background of study.

It is an undeniable fact that brand identities have become very important in current

businesses across different industries. Taking also into accounts the global pandemic

situation forcing many industries to go online, no doubt brand identities gain power in

affecting user’s brand psychology. As the involvement of individualist and preference of

the symbolic experiences in consumer’s purchasing behavior, companies switched from

focusing on sales to focusing on customer-oriented models. In the modern century, the

brand and its identity became one of the primary channels establishing and strengthening

communication among producers and the customers (Ellwood 2000). The mission is now

more likely to translate a powerful message and identity for the current and all potential

consumers of an organization. For this reason, having a powerful brand identity for the

company’s brand image plays a critical role in branding strategies (Simões & Dibb 2001).

In any terms, the brand identity of an organization is the way it is mostly known by the

current or potential consumers either in an official way or unofficial way. This is also

going through various corporate channels. From top point (management) of view, the

brand identity should have two different structures: first organization which is responsible

for the communications, second, is the visual one responsible for the image and the way

brand is appearing to the target audience (Melewar & Saunders 1998). Undoubtedly, a

brand identity is image of the company which is formed in customer’s mind through

repeated visual deployment from colors to the shapes (Durgee (1988). According to

1
Durgee, a brand is more recognizable if the elements such as packaging, sound, symbols

and the logos are unified and very well grouped.

There are also other various components generating the brand’s visual identity or design.

The focus of this paper is mostly on Graphic design which is also known as Information

design. Graphic design refers to the identification of the brand’s existence and includes

the name, symbols, logos, topographies and colors (Melewar and Saunder 1998). Various

researches also suggest that color has more significant role in the communication process

to the consumer such as during the delivery of information or proposing the value

(Henderson & Cote 1998, Napoles 1988). On the other hand, the other part of visual

designs can also directly affect to the perceptions coming from consumers causing to

behavioral reactions such as emotional or social (Borja de Mozota 2003). Many big and

major companies have successfully established a unique combination of their typography,

color and the logo which helped them during the reach process to the consumers. Some

of the logos also had missions to bring a new concept (f.e McDonald’s logo M delivering

fun and entertaining message).

Fig. 1.1. McDonald’s Logo 2018 to Present (Logopedia, 2019).

2
Every brand identity translates certain characteristics to the consumers and those

characteristics are directly related to the personality of the brand which is almost same as

the human characteristics which are used for representation (Aaker 1997). For years this

concept has been used by many brands during relationship establishing with the

customers. By creating the bond between the consumer and a positive brand equity is also

generated (Valette-Florence, Guizani, & Merunka 2009).

To sum up, brand’s visual identity and the personality that it delivers have direct impact

and role in the association of consumers to the brand itself. A very powerful relationship

between corporate visual identity and the personality delivered establishes emotional

reactions which boosts the raise in brand equity (Gabay et al. 2009).

1.2. Problem statement.

All the inconsistent changes in brand’s visual identity such as logo can directly affect the

consumers and create visual and emotional confusions which negatively impacts the

consumers’ commitments to the brand. Many previous researches have been found for the

explanation of the association between human, colors and shapes, however, the literature

and the researches between these elements and consumer’s perceptions on the brand’s

identity and its characteristics is absent or not satisfactory. Previous researches embody

that brand identity has direct or indirect impact on customer’s trust and commitment to

the brand itself (Louis and Lombard 2010). Taking into accounts this critical role of the

brand identity in establishing a strong customer relationship, it can be stated that elements

of the brand identity must accurately translate brand’s personality. There are many

3
examples among torrents of them showing where inappropriate color or shape usage in

corporate visual identity causes negative effects. There is a possibility that companies

may use visual elements which contradict the modern market demands or its own brand

values.

As an example, in 2010, GAP faced a critical customer backlash which also caused drop

in revenues due to the recent changes in their original symbolic logo to a modern

“modern” or “contemporary” look. The total campaign was a failure forcing the brand to

go back to the previous logo within just a few days after the new visuals were introduced

(Parr, 2010). Such cases and situations also prove how important it is to understand the

visual brand identity’s psychological impacts on the behaviors of the brand customers.

Today, the main issue to be solved is to decide what colors and figures to use when

creating or rebranding a brand. Firms need to pay more attention to this issue. If at this

stage, even the smallest detail is not taken into account and market analysis and customer

psychology are not considered, the company may lose.

Therefore, this research is very important for the implementation of effective marketing

policies.

1.3. Research questions

- How are the shapes used in brand identities are related to customer’s perceived

characteristics of a global brand in Azerbaijan?

4
 - How the different color choices in a brand identity are may influence consumers’

perceived characteristics of a global brand?

- How logos of the brands affect people’s wants and demands for those brands?

- How is all this influence on the appearance of brands explained in psychology?

- What innovations on visual brand identities can we make for influencing and

attracting people to utilize the products and services of brands?

1.4. Research objectives

Main mission on this study is to find out how can a corporate brand identity affect to

various perceptions of its characteristics from the customers. Aiming to examine different

types of consumers this research analyzes the perceptions when the same parts of brand

identity (especially the logo and the colors) by surveying (testing) selected customers.

1.5. Significance of study

Aim of this research is to analyze how different colors and shapes used in brand identity

(primarily the logo) may influence customers’ perception of a brand. Key parts of a brand

identity addressed are logos, colors and brand type which is also importantly affecting the

consumer’s initial thoughts about the brand. For this reason, theories on the color

associations, different shape styles and symbols are used to explain, understand and

deeply analyze consumers’ initial thoughts, perception and comments.

Based on Aaker’s personality scale of a brand from 1997 alongside with important and

essential adjustments (according to the recent changes in the graphic design industry). For

5
the research purpose 11 colors and 6 logos were included in the research design part.

Participants for the survey will be selected via convenient sampling method in a two-

week’ period. Questions of the research for the survey will be divided into two sections

focusing on logo shapes and colors separately.

1.6. Scope of study.

Mentioned before, brand’s identity has 5 elements in it. The research will only focus on

two main ones the color and the shapes. The given scope also lets us to have a deeper

measurements and a more concentrated analysis process in a large research area. The

study will be conducted among the people who are loyal to a company for more than 2

years and believe that the brand is having the best brand identity in the respective industry.

Those people will be selected from Azerbaijan but the brands have to be global. As proved

by many researches visual preferences of the consumers may vary according to the

people’s different demographic and cultural backgrounds (Hoolbrook, 1986), the

outcomes of this particular research will be coming from a limited geographical scope –

particularly Caucasus region. Therefore, it is most adjustable for the brand identity

perception practices targeting loyal consumers of global brands in Azerbaijan.

1.7. Summary

The research will begin with the overall review on the definitions and descriptions on

colors and shapes and the meanings that people have assigned to them generally in the

continuous usage process. The sections that are separated will focus on the usage of the

colors and shapes in the brand identities. They are learning how consumers are reacting

6
and applying their knowledge to the brand’s logo. Moreover, the concept of a brand logo,

brand personality and brand identity will be explained. A survey among people will be

conducted and discussion on these findings with suggestions will conclude the research.

7
 2. CHAPTER TWO

LITERATURE REVIEW

2.1. Introduction

Logo of a brand, no matter how complex or simple it is, tends to be associated as a “face”

or an “icon” of a particular brand (Parket al, 2013). The main idea of having brand

personality can be described by the researchers such as Plummer (1984). Plummer claims

that a brand can be identified by its 3 main dimensions: physical shapes, the personality

traits and common characteristics. In 1992, Kapferer developed a brand identity prism

where six aspects of brand identity’s communication with the consumers are written

(Kapferer, 1992). They are physique, personality, relationship, reflection, culture and the

self-image. Taking those into accounts we can say that a brand identity is well aligned

with the reflection or personality of the brand itself

2.2. Summary

In this chapter, the ideas of a number of researchers about the appearance of the brand are

analyzed and compared, and concepts are presented. Information was provided based on

colors, logos, symbols and figures as the characteristics of the brand's identity, and the

factors influencing them were researched. Dependent and independent variables have

been compared.

2.3. Hypothesis development

 If the choice of color in the logo is successful, it will have a positive impact on

customers' choice of the brand.

8
 If the figures in the logo are attractive, it will arouse or increase the interest of

customers in the brand.

 If the brand image creates an aesthetically positive aura, its advertising will evoke a

memory of the product or service in the customer.

2.4. Conceptualization of key variables

Corporate brand identity (CBI), the visual elements, is a very essential part of a powerful

global brands in the world (Van de Bosh, 2005). A CBI is designed based on the

preferences and the target market of a particular company – it mainly illustrates what it

stands for, what its aims are, in which respects it differs from others, a suitable design will

eventually come to represent the organization.

A powerful CBI consists of an illustrated symbol which also corresponds to the colors, a

logo including a shape and the color, a typography and not mandatorily a slogan.

Sometimes many additional elements such as unrelated shapes may be used to add

aesthetic expressions. According to the claims of Balmer in 2000, CBI parts can be and

are very commonly used in communications. There are also used during the applications

of product marketing such as directly on products, on advertisements or on various objects

such as billboards or buildings. Nevertheless, a catchy brand name is also one of the most

important elements among others, however, according to the past studies logo shapes and

colors are found to be more helpful in delivering the message of the brand to the

consumers (Kohli et al. 2002).

9
2.4.1. Logo and Shapes.

When the word “logo” is spelled as it can immediately refer to many of graphic

illustrations, however, especially in this research the word “logo” will be used to define

the graphic design that a company or a brand uses in order to deliver its message to the

customers directly or indirectly. Some logos may also not include the name of the brand

however, the main purpose will never change – which is to indentify the brand (Cote and

Henderson, 1999). While some people treating the logos like a simple shape or as an

element pof the sign system, many of the popular brands use them to interact with the

consumers or other potential stakeholders. A literature of the corporate brand identity

confirms that the logos are company’s signature and main communication channel for the

first step of user’s perception. A vast count of financials is spent on corporate brand

identities among many popular companies in a yearly basis. At the same time, many

managers believe in the value those financials spent on brand identity adds to the company

(Van de Ban 2002).

Many studies focused at the complexity of logos when it comes to the brand identities.

Some even choose colors as their main focus area (Luffarelli et al. 2019). However, in

logo design to create a very noticeable brand image, empirical research into the shape of

a brand logo in this aspect has been minimal, most likely due to the subjective nature of

what makes “good” design.

Design literature defines a shape as a closed contour; it can be created by explicit or

implied lines or by contrast in value, shading, gradations, texture or hue (Jirousek 1995).

10
In other word, “shapes are two-dimensional areas with a recognizable boundary (Bradley

S., 2010). Shapes can be organic or inorganic; they can be free-form or geometric and

ordered (Bradley 2010). Named shapes that have a regular contour in common such as

squares, rectangles, circles, ovals, hexagons etc., are grouped to one category called

geometric shapes. Some of these forms, such as squares or rectangles, are rare in nature

thus they appear artificial to human eyes. Organic shapes are irregular in outline and

asymmetrical; they are seen as naturally occurring and related to natural existences.

(Ekström 2011).

2.4.2. Importance of the Color on VBI

Color can simply be described as a light. In a literature point of view there is a carrier of

light that have different wave lengths compared to each other. As each wavelength react

differently when hit to our eyes, we can see different colors (Singh, 2006). Every human’s

eye has the layers that react to these wavelengths and makes it to see the colors. These

layers are associated with three main colors: red, green and blue which are most

commonly used in digital design. Combination of these three colors can give any other

color during the brand design process (Singh 2006).

2.5. Independent variables.

A brand identity has so many different key elements that make a successful CBI when

they come together on a very accurate combination for the customers.

11
2.5.1. Colors on a Logo

Oldest researches on products, brands, and media of communication show that

“consumers are able to gauge grossly and subtly the symbolic language of different

objects, and then to translate them into meanings for themselves” – Levy (1959). For the

customers, darker colors represent more of a “respect”, whereas brown and yellow equal

manly and red is giving an impression of excitement and provocative environment.

Examined literature on marketing claims that the connection between colors and aspects

in business have direct relationship such as in advertisements or product distribution

(Rider 2009, Ridgway 2011).

In majority of the advertisements, fully colored adverts attract twice as much attention as

black and white ads (Nelson 1994). Studies on product distribution also confirm the

effects of color associations on customer’s preferences in packaging and shopping

behavior (Ridgway 2011). Using cooler colors such as blue or green in the shopping areas

are much more pleasant than warm selections such as red or orange (Lee & Rao 2010).

This also gains positive reactions from customers (Bellizzi & Hite 1992).

2.5.2. Shapes on Logos

There are various types of brand logos; a symbolic logo may be a typography character,

a logotype, a symbol, or a combination of both (Adir et al. 2012). Borja de Mozota (2003)

confirms that the logos with symbols are more easily recognized. He also characterizes

logo symbols into two categories which are abstract and figurative (Borja de Mozota

2003). The abstract symbols refer to geometric shapes such as a circles, squares or ovals

12
and hexagons. Figurative symbols describe the product or activity directly or indirectly,

for example; the demo product of the firm, a tool from activities, or graphical illustrations

of the natural things (Borja de Mozota 2003). Different authors in logo or brand identity

design literature characterize logo symbols in acompletely different way; they separate

the concept of abstract shapes and geometric shapes, along with organic shapes in logos

(Bradley 2010, Wilde 2013). Organic shapes are more typically representative of shapes

found in nature such as a leaves or clouds; whilst abstract shapes are stylized or simplified

versions of organic shapes, meaning they have recognizable forms but does not exist in

nature (Bradley 2010, Wilde 2013).

Those shapes are also confirmed to be more effective in the design industry by various

designers. They have too much potential and able to be modified or extended. For

example, group of such shapes can also come up together to form up a logo or another

shape which will make it aesthetically pleasing for the consumers. This study will also

present the logo examples with such shapes as if they are main components to also re-

evaluate the relationship of them with the brand’s characteristics.

Fig. 2.1. Mastercard logo build with abstract shapes

(Mastercard Wiki, January 2019).

13
2.6. Dependent variables

Together with the visual variables, there are also elements that are directly in connection

with the CBI that also take an effect on the customer’s perception towards a brand. Those

variables are neither physical nor visual, they are achieved by the performance and

experience of the brand in the market (Agile Digital Marketing, 2016).

2.6.1. Brand Personality

The idea of brand having a personality that can be described in terms of a set of traits is

proposed by Martineau in 1958 and has been developed by brand and consumer

researchers (Plummer 1984, Kapferer 2004, Aaler 1997). Plummer claims that a brand

can be identified by its 3 main dimensions: physical attributes, characteristics associated

and personality traits. In 1992, Kapferer developed a brand identity prism where six

aspects of brand identity’s communication with the consumers are written (Kapferer,

1992). They are physique, personality, relationship, reflection, culture and the self-image.

Taking those into accounts we can say that a brand identity is well aligned with the

reflection or personality of the brand itself

2.6.2. Aesthetic Stimuli

Visual stimuli have the potential to stimulate and shape people’s perceptions through

embodied and referential meaning. Embodied meaning is intrinsic to the stimulus, whilst

referential meaning reflects the network of associations generated through exposure to the

stimulus. (Labrecque & Milne, 2011).

14
A very similar framework in terms of shapes in corporate logos has been published (Van

Riel and Van de ban, 2001). Logo shape has a set of intrinsic properties effects customers’

understanding of a brand identity. Intrinsic properties are results from an interaction with

the aesthetic stimuli itself and divided into graphical associations (embodied meaning)

and referential associations (referential meaning) (Van Riel and Van de Ban 2001).

The research in colors and their effects also confirm the 2-dimensional framework on the

stimuli (Crowley, 1993) which embodies that a single dimension can produce

psychological responses only. Just because this research is about shape and colors in the

brand identities and their influence on consumer perceptions, the analyzes will mainly

focus on the referential meaning of the sitimuli using the psychological works and

meanings of the colors and shapes. Those associations of an esthetic stimuli are triggered

and shortly kept in the memory through the referential meanings, while the colors and

shapes can activate directly relative psychological associations such as trustfulness,

expensiveness, reliability. All of these triggers are occurring through the referential

meaning of the brand’s identity (Labrecque & Milne, 2011).

2.7. Relationship between variables

A human brain reacts to colors mentally and emotionally via our sight vision or brain

reflections. Colors usually convey various understandings and trigger various

associations. (Stone 2006) All of those meanings of each primary colors have been

identified for the future practical uses in the graphic design processes.

15
Oldest researches on products, brands, and media of communication show that

“consumers are able to gauge grossly and subtly the symbolic language of different

objects, and then to translate them into meanings for themselves” – Levy (1959). For the

customers, darker colors represent more of a “respect”, whereas brown and yellow equal

manly and red is giving an impression of excitement and provocative environment.

Examined literature on marketing claims that the connection between colors and aspects

in business have direct relationship such as in advertisements or product distribution

(Rider 2009, Ridgway 2011).

Shape on the other hand is cognition; it can make us recall a memory part or an imaginary

belief. A shape creates an imaginary picture which may also send the viewer back to an

internal memory from the past (Borja de Mozota, 2003). Thus, a viewer’s association to

a shape is influenced according to his perception from the past.

Studies on design-forms used in product design and environmental retail design

emphasize the cognitive perception of the design-forms. They illustrate their effects on

consumers’ brand trust, consumers’ product evaluation, and consumers’ understanding of

information. (Borja de Mozota, 2003).

2.7.1. Shape on Logo and Brand Personality

The shapes are always talking the language of the customers. They can sometimes be

“happy” or “aggressive” depending on how the shapes are being illustrated. Brands

16
usually use shapes on the logos in order to illustrate their brand personalities for

consumers.

In 2008, Pepsi spent roughly five months and upwards of $1 million to redesign the logo

so that the inner curves of the logo form “smiles” (Appendix A). This was to create a logo

that Pepsi’s VP portfolio manager described as “...dynamic and more alive” (Zmuda

2008). Whether the logo’s design effectively symbolizes what the VP described is

subjective, but Pepsi felt the need to strengthen their brand identity through a

revitalization of their brand logo and to better convey desired consumer perceptions to

their target market. This case is not unusual, as market research has shown the importance

of strong brand image equity for a company (Faircloth et al. 2001, Park et al. 1986).

The logos with geometric shapes are to be found visually less meaningful by the

consumers. It gives an image of abstraction which leads to the decreased viewer

understanding the brand identity (Dondis 1973). However, comparing to the previous

studies on the logo design and shapes we may find that almost all elements that compose

the overall outline of the logo shape; can encompass these elements for more broader

discussion of the visual brand identity and logo design together including its effects on

the brand personality (Grohmann 2008).

2.7.2. Shape on Logo and Aesthetic Stimuli

17
Research by Journal of Consumer Research suggests that shape is the main factor forming

the aesthetics of the brand identity. According to Yuwei Jiang from the same journal, the

shapes can aesthetically change on how consumers are perceiving the brand identity and

having an aesthetic encouragement. Therefore, it may directly impact sales or be used as

an important tool of marketing (Journal of Consumer Research, 2016).

While many brands or companies continue to consider “shapes” as a total juvenile topic,

the non-hidden truth is that just like other parts of the brand identity the shapes are an

important aspect of design which are directly capable of expressing brand vision, and

leading the eye in order to form an aesthetic encouragement (FabrikBrands, 2018).

2.7.3. Color on Logo and Brand Personality

Color is an important consideration in your brand identity system and in forming your

brand personality through other tools (Brad vanAuken, 2007). Colors may have a

significant impact on people’s emotional state towards your brand and positively impact

people’s ability to concentrate and learn about your brand’s personality. Overall, a color

on the logo may have a wide variety of specific mental associations.

For example, yellow evokes cheerfulness. Houses with yellow trim or flower gardens sell

faster. Children prefer primary colors when choosing anything. In this regard, brands may

use colors in express their brand personality through its logo. A yellow brand logo

18
therefore will be expressing a much more friendlier and cheerful environment. A brand

selling foods may also get use of green and orange color in order to express the brand

personality through its customers (Brad vanAuken, 2007).

2.7.4. Color on Logo and Aesthetic Stimuli

Research by Singh in 2006 suggests that logo color is an important field of study to

consider when creating marketing assets and using the logo for aesthetical

encouragement. In his study titled “Impact of color on marketing,” it has been found that

up to 90% of aesthetic judgments made about brands and its products can be based on

color alone (Singh S., 2006).

While color also sends signals about the personality of the brand, they also create an

aesthetic encouragement by simply existing together (Helpscout, 2016). While brown

alone can be used as an inviting feeling, together with orange it may also stir your appetite,

as seen in many of the chocolate commercials (Singh S., 2006).

In the end, it comes to the selection of rights colors that will also create an aesthetical

encouragement for the consumers, whether you are selling chocolate or green food

(Helpscout, 2016).

19
2.8. Research Framework

Shape on Color on
Logo Logo

H4 (+)
H2 (+)
H1 (+) H3 (+)

Brand Aesthetic
Personality Stimuli

Fig 2.2. Conceptual Model

20
 3. CHAPTER THREE

RESEARCH METHODOLOGY

3.1. Introduction.

Inconsistencies or critical changes in any brand’s appearance (or visual identity or logo)

may also create confusion or misinterpretation to consumers which may also disrupt their

brand commitments. Before, several theories and previous researches were found for the

literature reviews on human’s associations of colors and shapes; however, literature on

the relationship between these two design elements and consumer’s perceptions of a

brand’s characteristics is lacking. Brand’s perceived characteristic has been

conceptualized as the aforementioned brand personality by Aaker in 1997. Research

shows that brand personality has direct and indirect impact on consumer trust, attachment

and commitment to the brand (Louis & Lombart 2010, 126). Considering this crucial role

of brand personality in strengthen customer relationship, elements of corporate visual

identity must convey the accurate brand personality. Among many examples of brand

development, there exist cases where negative effects occurred due to use of inappropriate

color or shape in company’s visual identity. It is possible that companies use visual

elements that contradict their brand values or associations in current market.

3.2. Research approach

Brand identity is often misunderstood as the simple choice of a color scheme and logo. In

fact, this is only part of the brand development strategy. With every market bulging with

competitors, carving out a strong brand identity is critical to differentiation and achieving

21
cut through. The concept of building a strong brand identity is therefore grounded in

research, and based on a clear understanding of the business, market, competitive

landscape, and brand positioning.

3.3. Research objectives.

The purpose of this research is to analyze how a brand’s visual identity can affect

spontaneous perceptions and understanding of brand’s personality by the consumers. It

aims to examine consumers’ conventional associations to hues and shapes and to analyses

how such associations apply when the same elements are used in a brand’s visual identity

- especially in a logo - by testing consumers’ attribution of brand personality.

3.4. Theoretical framework

The brand is viewed “as the major enduring asset of a company, outlasting the company’s

specific products and facilities” (Kotler et al., 2008, p.521). For any consumer it is the

easiest way to identify a brand or a firm in a huge market. A brand has to be developed

and maintained with a specific consideration as it will be representing the company. The

following figure 1 presents the essential decisions to be taken during the brand creation:

Figure 3.1: Major brand strategy decisions (Kotler et al., 2008, p.525)

22
In order to create a visual identity, only important steps are first two. That’s why in this

research we will be focusing on Brand Positioning and Brand Name selection part. While

positioning and naming helps us finding a logical and relevant visual identity the other

two steps are implemented once the visual identity and name is chosen. As this research

will be focusing on visual brand identity, the next two steps Brand Sponsorship and Brand

Development are not very much useful for our purpose.

Image and Brand A person's attitudes and actions towards an object are determined by

what a person knows or assumes to know about the object (Blunch 1996), in other words

the person's attitudes are determined by their beliefs. The Fishbein model explains that

there is a link between beliefs and attitudes. There are three kinds of beliefs:

 Descriptive

 Inferential

 Informational

A study by Fishbein and Ajzen (1975) describes the descriptive beliefs as those that de-

rive from a direct experience with the product. “The informational beliefs are those in-

fluenced by outside sources of information such as advertising, friends, relatives and so

The inferential beliefs are formed by making inferences (correctly or incorrectly) based

on past experience as this experience relates to the current stimulus".

Moreover, according to Joannès (2008), the visual identity, represented intensely by the

logo, is in constant interaction with the brand image, in order to spread the relationship

23
between the brand and its customers, the offer and the positioning of the company.

Those three visual identity functions are depicted by the following figure 2:

Figure 3.2: Visual communication system (Joannès, 2008, p.35)

3.5. Hyphotesis statements

H1: Shape on logo has significant impact on aesthetic encouragement or stimuli.

H2: Shape on logo has significant impact on brand’s personality

H3: Color on logo has significant impact on aesthetic encouragement or stimuli.

H4: Color on logo has significant impact on brand’s personality.

3.6. Research design

Our main purpose is to find a useful and efficient way for a potential small entrepreneurial

company to differentiate itself by using brand identity before entering the market or while

rebranding itself. This aim and purpose require a detailed study on the target consumers

of the entrepreneurial company alongside with attitudes and reactions. The research will

help us to decide on an efficient proposition. We need to know what their feelings in front

of different stimuli are and to see their reactions “in live” format. Such research involves

24
a qualitative approach, to have a detailed idea of the core customers ‘perception. The other

aim here is to create a different visual identity based on former researches, but obviously,

actualized to the particular context. Our ontological consideration is constructionism,

since we work on a subject dealing with perception, which constantly evolves. For this

reason, the qualitative approach is the most relevant approach to our purpose of the study.

3.7. Population

In this study, the population includes the loyal consumers of the brands for at least 1 year.

90% of the whole world population is considered to be “brand consumer’

(ETBrandequity, 2019).

3.8. Sampling frame

The Sampling frame includes random consumers which were also given referral by the

previous attendees. We will be starting with the population located in Azerbaijan at this

point. Since so many brands exist globally the certain population can be used. Mostly we

will focus the people living in Baku, because industry have been improved better here

than in regions, most of consuming people live here and firms have been creating their

brands here.

25
3.9. Sample size

The number cannot be estimated as the size is very long including all the different

populations in the world. However, we will be starting with the 5 random people from

each age group:

 Group A: Aged between 15-17

 Group B: Aged between 18-25

 Group C: Aged between 25-40

 Group D: Aged 40+

Also, we will sort people by their income:

Group A: income less than 500 AZN (~300 USD)

Group B: income 500-1500 AZN (~300-900 USD)

Group C: income 1500-3000 AZN (~900-1700 USD)

Group D: income more than 3000 AZN (~1700 USD)

3.10. Sample design

The first 5 attendees will be giving the referrals to at least 1 next attendee to survey. The

survey will continue until we reach 100 people. These 5 people will be reached through

social media

To reach to these people we will be using Snowball-Sampling method as the research is

mostly social based and requires different opinions of the brand consumers.

Also? People will be interviewed live in the streets by asking a few questions, or by zoom

involving them through social media.

26
3.11. Instrument design

The operationalization of the variables begins with the colors and then the shapes of the

brand identities. While both of them can be illustrated for the Sample population at the

same time, the two will also be separately displayed on an electronic device such as

phones, watches or computers. No physical brand identities will be used during the

questionnaire thus, no product packaging or product placement will be part of the

research.

Questionnaire will be prepared for an online one-to-one environment and the list of shapes

and logos will be randomized. To avoid the copyright infringements of the logos only

logos from the partnered institutions will be used. Companies from the list below have

already been partnered or agreed to have their brand identity colors and shapes used

specifically on this research:

Company/Brand Name Incorporation Contact Person

Creatella Venture Builder Singapore Guillaume Catella

Sil VC Azerbaijan Jasur Hasanov

Codabra.io Azerbaijan Madyan Hassan

Vercetty Design Agency Azerbaijan Suleyman Suleymanov

Fonibo Delivery Service USA Nicat Manafov

NME Entertainment Azerbaijan Nicat Manafov

Hadigro.com Azerbaijan Jasur Hasanov

GettoSport Sport News Platform Russia Farid Khankishiyev

Sadvibes Clothes Apparel Ukraine Cavid Huseynov

27
 Brief Marketing Agency Azerbaijan Tayfun Ashraf

25Trend Music News Agency Turkey Farid Asgarov

2Birst Music Label Russia Sahib Bayramzada

KOLI MMC Cargo and Delivery Azerbaijan Kanan Ahmadzada

Absheron Contruction Group Azerbaijan Farid Jabbarli

Brendfoni E-commerce Turkey Suleyman Suleymanov

Table 3.1. List of local companies that agreed to partner for the research

3.12. Data collection

In order to find answers to our research questions we have to realize the data collection.

There are two categories of data which are primary and secondary. The secondary data is

mainly come from what we read, experience or observe (Guffey, 2010, p.259). These

datas can also be collected from the previous publications and can be analyzed

individually. Meanwhile, primary data comes from the first-hand experiences, interviews

or the individual observations. They can mainly be collected by answering a problem or

set of questions (Boone et al., 2007). For the effective research outcomes, we will have to

focus on Primary Data collection.

3.12.1. Primary Data

As aforementioned, the data we require will be collected by the “first time” review for the

aim of our research process. The main advantage of focusing on these data is that it will

be fully according to the needs of the research questions. The research will also be

focusing on study-based tools as we have already agreed to partner with some corporate

28
brands to use their brand identities. In the end, we will be using a consistent protocol in

order to collect the data and summarize it accurately (Houser, 2008, p.272). This data

collection method may also be time-consuming or expensive. It can either be done in form

of the observation or on-to-one interviews. While observation is unlikely to be done or be

helpful for our research study, the interview will be more helpful to collect the accurate

data.

3.12.2. Secondary data.

The secondary data was collected from scientific articles and books and it helped to gain

insights and understand the subject in more detail. To support this research and to gain

even more knowledge concerning the researched subject, qualitative research method was

also used, such as e- mail interview. For this research the case company’s Country Sales

Manager, Desmond Chacko was interviewed by e- mail. This qualitative method decided

to be used, because according to Taloustutkimus Oy, an independent Finnish service

market research company, a qualitative research can be used as well, to deepen the study

results of quantitative research.

3.13. Data analysis method

3.13.1. Interview

In order to complete our analysis on user’s perception on brand’s visual identity we have

to do a deep collection on the first reactions, behaviors and feels from the consumers. The

previously mentioned list of brands and their logos will be in the interview process and

29
their brand colors alongside with their shapes in white and black version will be showed

separately.

In the final stage of each brand identity survey, a full brand identity will be shown to the

participants in order to have their thoughts on the brand identity while bringing logo and

the shapes together. Each next person will be defined by the referral method as mentioned

previously.

3.13.2. The Format

Due to the pandemic situations the interview will be conducted in a full online

environment using the online communication channels. A presentation method will be

used in order to show the 13 brand identities each separated its shapes from its colors in

order to track the consumers’ first understanding and change in the perception.

Researcher will only be focusing on the fixed questions and the whole interview process

will be recorded by the permission of the participant. Additional comments or questions

from every participant should be noted for the future usage. Interviewer have the control

on the questions and there can be no interaction during the interview process.

3.13.3. The Structure

Because not all of the answers will be short but some of them will be depending on the

characteristics of the participant, a semi-structured survey will be done. This method will

also allow the interviewer to be flexible as well as for the interviewee to give out the full

answers they are feeling about the brand. The interviewer will also be able to give

30
additional questions in order to lead the interviewee to the main theme or to find out the

answers the research is focusing on.

First 8 interviewees are selected in order to conduct a semi-structured interview. The

interview will take up to 30 minutes and will be arranged with a calendar invitation. All

the interviewees are selected from the people that kept being loyal to brand and especially

find those brands’ identities the most pleasing out of others. During the interview they

will also be asked questions about the brand identity of the company they are loyal to.

Full Name Environment Brand Loyalty Loyalty Duration

Suleyman Suleymanov Skype Xiaomi 4

Farid Cabbarli Discord Nike 5

Farid Khankishiyev Google Meet Adidas 4

Cavid Huseynov Zoom Samsung 3

Cavid Hasanzadeh Google Meet Mercedes 7

Tuncay Aliyev Discord Steelseries 6

Rovshan Ibrahimov Zoom Razer 2

Calal Khadirov Google Meet Dell 4

Table 3.2. A list of physical interviewees, 8 out of 136

3.14. Expected outcome

According to the researches made on the various areas of the graphic design industry it is

highly expected that majority of the hypotheses will have a positive outcome. Especially

the color in the brand identity will be giving out accurate results for majority of the people.

31
As I researcher I expect that during the first part of the interview the interviewees will

answer the questions according to the researches made previously. However, for the

shapes the thoughts and comments may vary and it is expected that many people will have

different comments between “corporative” and “friendly” looks of each brand identity.

However, it is also expected the results to differ as the world has moved to a digital sphere

compared to the world we had previously. Brand identities are more widely used on digital

platforms more than on product package or physical environments. Taking into accounts

that color accuracy of the screens may vary, the interview process will be very hard. Thus,

it is expected to have a close result to the previous researches but very different and useful

comments regarding the switch to the digital industries.

3.15. Data screening

The analyzed data is discrete data. The data were checked for errors, and these errors were
fixed and some of those errors even have been removed.

3.16. Reliability test.

The given data were analyzed by using t and F test statistics. To measure interrater
reliability, different researchers conduct the same measurement or observation on the
same sample. Then I have calculated the correlation between their different sets of results.
If all the researchers give similar ratings, the test has high interrater reliability.

32
 4. CHAPTER FOUR
DATA ANALYSIS

4.1 Introduction

This chapter marks the methodological foundation of research and investigation,

in which it outlines data collection and purification methods and procedures. Note that

some authors use the terms "methodology" and "system" interchangeably. The

methodology is related to the higher level method used and the basic principles of the

studied. On the other hand, a method is a means of collecting and analyzing information.

Similarly, Mason (2002) separates the "methodological concept of design" from the

method, but points out that a specific method can become part of the design. Together

with these authors, the approach adopted here must include all aspects of the research

process under the general methodology.

4.2 Research Approach

This research explores the influence of corporate visual identity (brand name, brand

logo, brand color) on brand personality. In other words, this research is related to the

causal relationship between visual identity and personality characteristics of five traits

Aaker (1997) . This positivist research therefore takes place. Put simply, positivist

epistemology has these characteristics:

1. Independence

2. Value-free and scientific

3. Hypothetico-deductive

4. Large sample should be used

33
 5. Empirical operationalization

6. Reductionism

7. Generalisation

The main reasoning behind positivism is that it does not depend on human behavior

and, therefore, presupposes the existence of objective reality, and not the creation of

human thought. Positivism provides the need for reasoning, that is, the transformation of

theoretical ideas or a dataset of hypotheses into logical conclusions through deductive

thinking. That is, through the mental process of developing specific predictions based on

general principles and through research to determine if the predictions are effective. The

main reasoning behind positivism is that it does not depend on human behavior and,

therefore, presupposes the existence of objective reality, and not the creation of human

thought. In short, positivist philosophy contains a concept of truth in which verifiable

statements agree with verifiable facts in reality. Therefore, truth depends not only on

beliefs, but also on beliefs that can be verified through research and observation of

external reality. Conjectures and assumptions related to metaphysical knowledge are

discarded. The study and investigation of human behavior, such as emotions, goes beyond

positivism.

Before embarking on any investigation, researchers should define a set of underlying

assumptions, that is, a paradigm which serves as a guideline in order to understand the

subject studied as well as to generate valid and reliable results. Although paradigms can

34
be classified in different ways, they are conventionally grouped under two major schools

of thoughts: I) positivism and, II) interpretivism.

Interpretationism tends to look at the world in a completely different way, requiring

different responses from researchers. Interpreters believe that the disciplines and

institutions of the social sciences are fundamentally different from the natural sciences.

Consequently, the study of the social world requires a different logic of research

procedures. This different explanatory logic could lead researchers to build an inductive

theory and reverse the deductive process using data generation theory. Researchers

observe various aspects of the social world and seek to discover patterns that can be used

to explain broader principles (Babbie, 2005). In addition, we found that reality is not

unique, but based on personal opinion and experience (Robson, 2002). The argument

associated with this position is that certain aspects of the real world are clearly human,

but will be lost in analysis.

4.3. Research Design Tools

The following methods were used at each stage of the study design. A survey was used.

It went through development and preliminary testing before starting to work with

respondents. This study uses literature on brand names, brand logos, brand colors, and

brand personality to identify research areas and test conceptual models and hypotheses.

Brand name, brand logo, brand color, and brand personality metrics are identified in

literature reviews.

35
 Two preliminary tests were conducted with a small sample size. This technique

helps researchers manipulate the concept before testing on large samples. These steps are

used to identify and improve the readings of research instruments (Ates, 2008). Based on

two preliminary tests, the content and wording of the questionnaire were explained to the

audience. In addition, this preliminary step helps to interpret the collected data and draw

conclusions (Ates, 2008). In this study, we conducted preliminary testing to refine the

indicators in the questionnaire (Ates, 2008). The information gathered in this way helps

to ensure that all possible elements are explored and only relevant elements are included

in the questionnaire (Ates, 2008).

Empirical research involves testing hypotheses developed on larger samples, so

questionnaires are used during the collection phase of basic data. This survey did not use

focus group interviews or one-to-one customer interviews as the respondents were self-

selected and may not represent a sample. They are difficult to control and manage and

difficult to analyze. In addition, the data collected through focus groups is no different

from the data collected through surveys, and it takes longer to collect data in this way,

which is much longer than reasonable. The survey is consumer-oriented and requires the

largest sample of respondents. The most appropriate option is a survey completed by as

many respondents as possible.

4.4 Data Collection

The creation of the questionnaire includes procedures for constructing a scale and

questions of validity and reliability. By following the steps outlined in the next section,

36
we developed better measurement methods and designed better acquisition equipment for

the configuration under study.

The first step in designing a questionnaire is to specify the configured domain. At

this stage, researchers need to thoroughly outline the boundaries of the structure under

study. The sustainability of the conceptual framework relies on high quality literature

reviews covering all relevant areas. The focus of this study is the role of corporate visual

style elements in the development of brand identity. Thus, the literature review includes

research on brands, brand logos, brand colors, and brand identity. Based on the theoretical

information obtained, a conceptual model was developed.

In the final version of the survey, the brand name is made up of 11 components,

the brand logo is made up of 10 components, the brand color is made up of 10 components,

and the brand logo is made up of 10 components increase 20 component. The following

table shows the main structures and their subcomponents.

QUEST CONSTRUCT SOURCE

ION

FILTER QUESTIONS

1 Knowledge about brand colors The researcher

2 Knowledge about brand names and brand logos The researcher

BRAND LOGO

3 (Brand Logo) represents Competence Aaker (1997), the researcher

37
 (Brand Logo) represents Sophistication Aaker (1997), the researcher

(Brand Logo) represents Excitement Aaker (1997), the researcher

(Brand Logo) represents Ruggedness Aaker (1997), the researcher

(Brand Logo) represents Sincerity Aaker (1997), the researcher

6 (Brand Logo) is relevant to its product category Bao et al. (2008)

(Brand Logo) is more easily remembered than Klink (2001)

its competitors

7 The (Brand Logo) communicates what it stands Karaosmanoglu (2006)

for

Like the (Brand Logo) Karaosmanoglu (2006)

Easy to recall the (Brand Logo) Karaosmanoglu (2006)

The (Brand Logo) generates positive feelings Karaosmanoglu (2006)

towards the brand

BRAND LOGO SHAPE

4 (Brand Logo Shape) represents Competence Aaker (1997), the researcher

(Brand Logo Shape) represents Sophistication Aaker (1997), the researcher

(Brand Logo Shape) represents Excitement Aaker (1997), the researcher

(Brand Logo Shape) represents Ruggedness Aaker (1997), the researcher

(Brand Logo Shape) represents Sincerity Aaker (1997), the researcher

7 The (Brand Logo Shape) communicates what it Karaosmanoglu (2006)

stands for

Like the (Brand Logo Shape) Karaosmanoglu (2006)

38
 Easy to recall the (Brand Logo Shape) Karaosmanoglu (2006)

The (Brand Logo Shape) generates positive Karaosmanoglu (2006)

feelings towards the brand

BRAND COLOURS

5 Blue represents Competence Aaker (1997), the researcher

Red represents Sincerity Aaker (1997), the researcher

Orange represents Excitement Aaker (1997), the researcher

Purple represents Sophistication Aaker (1997), the researcher

Yellow represents Excitement Aaker (1997), the researcher

Green represents Ruggedness Aaker (1997), the researcher

7 The (brand colour) communicates what it stands Karaosmanoglu (2006)

for

Like the (brand colour) Karaosmanoglu (2006)

Easy to recall the (brand colour) Karaosmanoglu (2006)

The (brand colour) generates positive feelings Karaosmanoglu (2006)

towards the brand

BRAND PERSONALITY

20 Evaluate the brands against the fifteen brand Aaker (1997), the researcher

personality traits

Table 4.1. List of questions as referred to the previous researches. Used for the
generation of the survey questions in the final questionnaire.

39
4.5 Data Management

The first step is to check the reliability and validity of the scale elements. It is done

through peer review and applying the first version of the questionnaire to a single sample.

Before using the questionnaire, a test should be performed to ensure that the data collected

is relevant and accurate. It is important to study the working conditions of the equipment.

Therefore, evaluation of validity and reliability is carried out at this stage.

Study design should be based on a comprehensive review of the literature to

provide a good theoretical foundation (Melawar, 2001). To use them to reflect the degree

of conception, that is, the reliability of the content, you must first look at the elements and

dimensions of the structure (De Vaus, 1996). Questionnaire wording should also be

considered, as incorrect question wording can lead to measurement errors and systematic

bias that can affect validity (Simoes, 2001).

Measurement efficiency, that is, the main measure of content efficiency, is viewed

as an estimate of the overall measurement efficiency used in the data collection tool.

Content fidelity indicates the extent to which a scale item reflects the constituent content

and encompasses these dimensions. Content fidelity is a subjective measure, but it

provides an acceptable measure of questionnaire fidelity to ensure that the research

equipment contains the correct elements and the correct lengt. Consequently, scientists

must evaluate items included in the scale to highlight missing, redundant, or irrelevant

items.

40
CONSTRUCTS INITIAL AFTER FINAL

DRAFT CONTENT QUESTIONNAIRE

VALIDITY (AFTER PRETEST

I)

Brand Logo - 5(Q3) 5(Q3)

4(Q5) 2(Q6) 2(Q6)

6(Q6) 4(Q7) 4(Q7)

Total Brand Logo 10 11 11

Items

Brand Logo Shape 7(Q3) 5(Q4) 5(Q4)

6(Q6) 4(Q7) 4(Q7)

Total Brand Logo 13 9 9

Shape

Items

Brand Colors 10(Q4) 6(Q5) 6(Q5)

6(Q6) 4(Q7) 4(Q7)

Total Brand Colors 16 10 10

Items

Brand Personality 7(Q3) 5(Q3, Q4, Q5) 5(Q3, Q4, Q5)

10(Q4) 15(Q8) 15(Q8)

42 (Q7)

41
Total Brand 59 20 20

Personality Items

Total Items 98 50 50

Generated

Table 4.2. Content validity test to enter questions to the final questionnaire.

Table

Non-parametric test methods are used for preliminary analysis. When robust

estimates are not available and the distribution hypothesis cannot be clearly explained,

nonparametric tests will be used. A nonparametric randomness test was used. This is also

known as the "performance test" and is also known as the Wald Wolfowitz test. It is used

to test the hypothesis that the elements of a sequence are mutually independent. The

number of runs represents the change in pattern (mean, median, mode) above or below

the cut point. When plotting data on a line that indicates a cut point, the number of passes

is also the number of intersections. SPSS for data analysis.

In the second preliminary test, stratified random sampling of 200 respondents was

performed. Held from September 8, 2011 to September 30, 2011. You also need to check

the reliability and strength of the connections between the structures. Cronbach's alpha is

used to check the reliability factor, and chi-square and gamma are used to check the

relationship between structures. All questions are indexed except the first two questions

(filter questions). Q7 (similarity of CVI elements) and Q8 (brand personality traits) have

a large amount of index data, so categorizing these questions simplifies them. Questions

42
like Q7.cat and Q8.cat. The data is then enclosed in three parentheses. For example, cat1:

1 to 2.5, cat2: 2.6 to 3.75, cat3: 3.76 to 5.

Cronbach's alpha is used to test the reliability of data. This is a way to check the

reliability of a particular test. Cronbach's alpha is the average reliability factor obtained

for all possible combinations of elements when the test is divided into two halves (George

and Mallery, 2003). The reliability factor of Cronbach is usually between 0 and 1.

However, this factor actually has no lower limit. The closer Cronbach's alpha is to

1.0, the better the internal consistency of the scale elements. As a general rule of thumb

in this regard, a value greater than or equal to 0.9 = excellent, a value greater than or equal

to 0.8 = good, a value greater than or equal to 0.7 = acceptable, and a value greater than

or equal to 0.6 = suspicious. , Value greater than or equal to 0.5 = difference, value less

than or equal to 0.5 = unacceptable (George and Mallery, 2003). Table 3.3 shows the

Cronbach α values for all configurations in this study. All of these are greater than 0.7, so

it is safe to assume that there is a high degree of internal consistency between the scale

items.

Constructs No. of Items Cronbach Alpha

Brand Logo 11 0.923

Brand Logo Shape 09 0.764

Brand Logo Colors 10 0.827

Brand Personality 15 0.710

Table 4.3. Cronbach Alpha Values for the Items on the Scale

43
Pearson's chi-square is used to determine how strong the relationship between variables

in a crosstab is. Chi-square values less than 0.05 indicate a stronger relationship.

Constructs Questions Pearson Chi-Square

Brand Logo with Q3.cat vs. Q8.cat 0.000

Brand Personality Q3.cat vs. Sincerity 0.000

Q3.cat vs. Competence 0.001

Q3.cat vs. Sophistication 0.015

Q3.cat vs. Excitement 0.000

Q3.cat vs. Masculinity 0.020

Q7.cat vs. Sincerity 0.000

Q7.cat vs. Competence 0.003

Q7.cat vs. Sophistication 0.004

Q7.cat vs. Excitement 0.021

Q7.cat vs. Masculinity 0.000

Brand Logo Shape w. Q4.cat vs. Q8.cat 0.007

Brand Personality Q4.cat vs. Sincerity 0.029

Q4.cat vs. Competence 0.036

Q4.cat vs. Sophistication 0.014

Q4.cat vs. Excitement 0.000

Q4.cat vs. Masculinity 0.002

44
 Brand Colors with Q5.cat vs. Sincerity 0.000

Brand Personality Q5.cat vs. Competence 0.008

Q5.cat vs. Sophistication 0.000

Q5.cat vs. Excitement 0.001

Q5.cat vs. Masculinity 0.020

Table 4.4. Pearson Chi-Square Values for Cross-Tabulated Variables

4.6 Survey

The investigators asked respondents to fill out a questionnaire directly (October 16, 2011

- January 26, 2012). This program eliminates the risk of data loss for researchers. It also

ensures that respondents complete the survey.

4.7 Sample

A sampling frame is required depending on the purpose of the survey, the survey

question and the conceptual framework (Miles and Huberman, 1994). According to

Euromonitor (2015) 80 of the people aged 18-26 in Azerbaijan has at least used top 6

brands once in a lifetime. Therefore, a sample of Azerbaijani youth in the 18-26 age group

was selected. The sample size was 188, but after filtering the data with SPSS, 140 were

checked. Table 4.5 shows the percentage representation of the demographic

characteristics of the sample.

45
Characteristic Sub-Characteristic Number of Percentage

Respondents

Gender Male 68 49%

Female 72 51%

Education Undergraduate 101 72%

Postgraduate 39 28%

Age 18-20 24 17%

21-23 68 48%

24-26 48 35%

City Baku 140 100%

Brand Loyalty < 1 year 8 5%

Duration

1-2 years 37 26%

3-5 years 74 54%

> 5 years 21 15%

Table 4.5. Sample Characteristics

The sampling method used in this study is stratified random sampling. The purpose of

stratified random sampling is to reduce the possibility of artificial bias in the selection of

the sample. Consequently, stratified random sampling provides a good sample of the

target group.

46
Stratified random sampling draws statistical inferences from the collected data that are

considered to be effective. Stratified random samples can provide higher precision than

simple random samples. Stratified random sampling improves the representation of

certain layers (groups) in a population and prevents over-expression of those layers. In

short, it helps researchers compare layers and make better inferences from sample to

population.

Azerbaijan was chosen as the context for this research. The brands chosen represent –

food, ecommerce, banking, tourism and retail.

35

30

25

20

15

10

5
0
Kontakt Azercell Bakcell Kapital Unibank Trendyol

Figure 4.1. Market share of the most used and searched local companies in Azerbaijan

(Euromonitor, 2015)

47
4.8. Brief background of the brands selected

Kontakt – Being a top electronics store, Kontakt Home owns stores in 50% of the cities

the entire country. Their main aim is to make latest technology available for every

Azerbaijani.

Azercell – Previously owned by the world famouse Telia Soneira, Azercell is the leading

telecommunication company of Azerbaijan established in 1996. The company also

expanded to Georgia and Turkey in 2010.

Bakcell – Bakcell is the 2nd leading telecommunication company in the country. Together

with Azercell they own 96% of the market. As a first mobile operator introducing 4G and

5G in the country, Bakcell is one of the most seen brands.

Kapital – As a leading bank in Azerbaijan Kapital is the first bank to introduce digital

banking and the most used bank by businesses

Unibank – Unibank is the biggest private bank in Azerbaijan with the 2nd most customers

in the country. It is the first bank to introduce NFC payments and Miles cards.

Trendyol – With the online shopping being promoted after pandemic, Trendyol was the

most used online shopping platform in the last 3 years in Azerbaijan. The company is

mainly focusing on the orders from Turkey.

48
Broadly speaking, there are many two types of users. The first type of user consumes

online services while other type consumes physical products. Almost all of the

aforementioned companies provide these services.

4.9. Data analysis

Data analysis takes place in three stages. At the first stage, the content and relevance of

the multi-position scale was clarified. The second step is to check the scale. Finally, the

model was tested. Create cross-tabular analyzes of tables between structures to measure

the impact of brand name, brand logo, and brand color on brand personality. SPSS 16.0

(Statistical Package for the Social Sciences) (Tabachnik and Fidell, 2000) was used for

cross-sectional analysis. Use Lisrel 8.0 for factor analysis (EFA and CFA).

4.10. Hypothesis test

Crosstabs are also called contingency tables. This tests hypotheses about how some

variables depend on other variables, or how an increase in one variable affects an increase,

decrease, or change in the curve of another variable. Because I'm used to it. Of course,

without experimental control and long-term data, problems of causation and feedback are

difficult to solve. However, emergency analysis is a good place to start testing theories or

hypotheses that need to be tested against more carefully collected data. The use of control

variables in correlation studies can also help reproduce results and identify variable

interactions or more complex chances of interactions.

49
The main study uses exploratory factor analysis (EFA) to evaluate data. EFA is a method

of examining patterns in data and identifying potential hidden factors. It is used to identify

hidden factors that explain the covariance between variables and to generalize a larger set

of observed variables and reduce them to a small number of factors. For factors derived

from exploratory factor analysis, Cronbach's alpha is calculated and checked for internal

consistency of a subset of each element. It is a widely used method in the social sciences.

Values above 0.70 are considered acceptable levels of reliability. See Appendix 8 for

EFA, CFA and SEM results.

4.11 Summary

The focus of this study is on the role of CVI (customer visual identity) elements in

developing brand identity. A conceptual model has been developed. We created a

questionnaire and conducted preliminary testing to verify that the configuration is

efficient and reliable. Two preliminary tests were performed.

Azerbaijani consumers aged 18-26 are the background for this study and the selected

brands represents the Azerbaijan industry as whole as more than 80% of this age group

uses these brands at least once in a lifetime (Euromonitor, 2015). Therefore, a frame of

sample of Azerbaijani youth in the 18-26 age group was selected. The sample size is 140

and the sampling method is stratified random sampling. Finally, we performed data cross-

analysis to analyze the data.

50
 5. CHAPTER FIVE
DISCUSSION AND CONCLUSION

5.1. Introduction

This chapter provides discussion on the findings that have been revealed and presented in

the previous chapters. It depicts detailed discussion on the theoretical perspectives of

variables and also creates a connection with the previous studies found in the literature

part. The structure of this chapter will be as following: Firstly, the chapter provides the

recapitulation of the key findings. It is then followed by the details of the profiles such as

demography and the brand profile with the presentation of means scores of all variables.

Next, the chapter is structured with the examination and discussion on the key findings

and the hypotheses tested. Proceeding next, the chapter provides the theoretical and

practical implications of the study on different fields and areas. Finally, the chapter

focuses on the limitation that came out for the study and provides suggestions for the

future applications or researches.

5.2. Recapitulation of Study

The study in this paper examined the relationships between two dependent variables;

shapes on a logo and colors on a logo, and two independent variables; aesthetic stimuli

and brand personality in Azerbaijan Republic.

Overall, the study has successfully embodied this relationship and around 52 brands were

identified whose CBI were affected by these factors. The study consists of a structured

survey in form of a questionnaire for the data collection. The sample population were the

51
Azerbaijani consumers aged 18-26 that 80% of it used 10 most popular local brands at

least once in a lifetime (Euromonitor, 2015). Around 15 managers or marketing advisors

from popular brands have also partnered to conduct the survey and were directly involved

in chosing the population and inviting interviewees. The sample population is also chosen

as this age gap is the most consuming population in Azerbaijan with a rate of 42%

(Eurominitor, 2016).

A total of 140 people appeared in the sampling frame and were randomly selected for the

survey questionnaire. Different methods were utilized for the survey and most commonly

email method or mobile messaging was used. Total of 138 responses were returned and

136 were accepted for the final analysis in the chapter. The collected data was entered

into the SPSS software with the version 25 in order to conduct descriptive and inferential

analyses. Together, the PCA (Principal Component Analysis) was conducted in order to

identify validity of the components and instruments. Finally, all 4 hypotheses were tested

(h1, h2, h3, h4) simultaneously using the multiple regression method. As predicted, the

noted hypotheses resulted to have significant relationship with the consumer’s perception

towards the brands in Azerbaijan and returned with positive results.

5.3. Discussion on findings

Overall, the responses were positively supporting that VBI is an important factor affecting

consumer’s perception towards a brand in Azerbaijan. Fundamentally and surprisingly,

almost every key elements such as shape and color were noted to be important. Aa a result,

the study indicates a total average of 3.83 from 1 to 5 scale for the brand identity to affect

consumer’s perception. The shape and color of the logo had also high mean of 3.83 and

52
3.91 respectively. As mentioned above, this also indicated how important is it to pay

attention to brand identity shapes and colors during its targeting.

On the other hand, it has also been proof for the independent variables (aesthetic stimuli

and brand personality) being an anchor point for the customer’s perception towards brands

in Azerbaijan (with t=6.848, p-value=.000 and β=.494 for the first variable and t=4.770,

p-value=.000 and β=.293 for the second variable).

5.3.1. Direct effect of shapes of the logo on consumer’s perception

Part of this research was also to identify how shapes can depict an image for the

consumers that may also affect their perception towards a brand. Different shapes

including angular an circular were included in the survey and were presented to the

interviewees. According to a series of experiments by at PolyU featuring logos with

circular and angular designs, based on the premise that these “activate softness and

hardness associations, respectively” (Hong Kong Polytechnic University Press, 2017).

As an example, logo shape may influence how comfortable or durable a pair of shoes was

thought to be or how the consumed drink taste could make the consumer feel like (PolyU,

2017) based on the shape of the logo. Based on the curvature and shape, the users may

find brand identity to be friendly, serious, aggressive or passive (NewYorkAve, 2018).

With this we can conclude that the shape of the logo which is included in the brand identity

may significantly affect consumer’s perception towards a brand and therefore, brands may

pay more attention in a VBI selection or during a rebranding phase.

53
5.3.2. Direct effect of colors of the logo on consumer’s perception

On one part of this study, the color on brand identity was examined. Without a doubt a

color together with shape can be used as a marketing tool to grab consumers’ attention.

Especially, color as a marketing tool, attracts consumers, consequently, shaping their

perception (Kamal Wasala, Achini Ranaweera, 2020). It is also exposed that with the

pandemic era rising, in a logo featuring a high eco-friendly color (green) makes a retailer's

practice more environmentally friendly, affecting consumer’s perception that the brand

serves for eco-friendly environment. Meanwhile, exposure to a logo featuring a low-eco-

friendly color (red) makes the retailer practice seem less environmentally friendly (Kamal

Wasala, 2020).

With mostly positive results on the color, according to interviewees, color is more

important factor than the shape of the brand identity. It represents the vision and the

industry of the brand at a glance and is the first thing that catches the consumer’s attention.

As a conclusion we may say that, brands can use a single color or combination of colors

to embody its (a) vision (b) industry (c) target market (d) service for the consumer’s. It

can be used as a powerful marketing tool and can show the company’s values in the

martket.

5.4. Implications of the study

54
The study provided instults on the consumer’s perception towards a brands in Azerbaijan

based on ther Visual Brand Identities. During the study more than 15 companies partnered

and the resutls were shared with the top management.

5.4.1. Practical implications

Companies such as Vercetty Design Agency and 25Trend Music News Agency have

already decided to have a rebranding plan in the first quarter of the 2022 after they came

accross the results. Moreover, the results were also used at the rebranding of the company

named Qolat by Vercetty. Practically, shapes were introduced to visualize company’s

vision and colors were used to show the mission.

Figure 5.1. Brand Identity of Qolat Sports Services formed by the Vercetty Design
Agency using the study (Qolat Sport Services, 2020).

55
The logo represented a shape of a person holding a cup as a symbol of achievement. The

colors also represent the Olympic colors which visualizes that the company mainly

focuses on sports and sports services.

To conclude, practically and theoretically the study was used to help brands in order to

take important decisions in the making of their next Brand Identities.

5.4.2. Theoretical implications

The study had findings which demonstrated the importance of brand shapes

(Karaosmangolu, 2006) and colors on the logo which partially forms brand identity

(Aaker, 1997) has direct relationship with the consumer’s perception. Vercetty Design

Agency has also validated that these factors are one of the top key parts of a successful

brand identity. According to Farid Jabbarli, the Art Director of the agency, the study also

revealed how color and shape combination may help them to build successful Visual

Brand Identities for their consumers.

As a suggestion, it was added that, companies have to be carefully using the brand colors

when they are being added to a combination. Use of wrong, unrelated colors or excess use

of the number of colors may result in a bad brand image in the market. Therefore,

companies that are preparing for a rebranding in 2022, such as NME Entertainment, KOLI

Delivery and 25Trend New Agency should be carefully selecting their colors and shapes

according to their industries.

56
5.5. Limitations of the Study
There were number of limitation during the study with the first and main one being time

constraint and secondly, due to a requirement that it was required to make an agreement

with the companies in order to use their visual brand identities and get referrals for the

interviewees. Due to this, it was also hard to get referrals from the top brands in

Azerbaijan, and as an alternative selection the companies who build the visual brand

identities were contacted.

Lastly, the study used subjective measures to determine how a finally built brand

identity’s color may affect consumer’s perception. The main reason being this is that,

many modern brands are using a combination of the dependent variables as a whole (such

as 3 shapes and 5 colors). However, together with the survey, subjective perceptions have

been found to correlate well with the objective measures (Achini, 2020).

5.6. Recommendations for the future Research

This study has provided a valuable insight on how visual brand identities may affect

consumer’s perception towards a brand. Together with this and despite some limitations,

many research opportunities were revealed. With one being a deep research on the

different industries such as Finance, E-commerce or Retail as these companies are now

more focusing on the digital ecosystem and their visuals are becoming more important as

the world goes through a pandemic era.

Secondly, the discussion with the top manager of the brands has also revealed a path to

explore the prices and the finance behind building visual brand identities. Another

57
research here can be conducted focusing on the process of the build and how the next

visual brand identities can cost popular brands.

Finally, the biggest opportunity for the next researches can be used for marketing

purposes. The study revealed that the visual brand identities has direct impact on

consumer’s perception and their appearance in the digital or physical ecosystem can

translate the vision and mission of the company to its potential users.

5.7. Conclusion

This research examined the importance of a visual brand identity when it comes to the

consumer’s perception. The study examined Logo, Shapes and Colors as well as Aesthetic

stimuli of the brand identity and the Brand Personality. Findings from 136 interviews and

usable data reveal that there is a direct affect on consumer’s perception caused by the

visual brand identity. Thus, all five hypotheses (h1, h2, h3, h4) were supported and the

research objective has been achieved.

In parallel, this study has also had practical contribution to the rebranding of the

companies such as NME Entertainment, 2Birst Music and 25Trend News conducted by

Vercetty Design Agency. The findings proved that all variables play an important role in

visual brand identities before bringing them in fron of the customers. Hopefully, it may

also develop the visual branding in Azerbaijan and increase the competitiveness in the

marketing industry in the highly dynamic business environment.

58
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APPENDICES

66
 APPENDIX 1: QUESTIONAIRE

SURVEY QUESTIONAIRE

Dear respondents and representatives,

By this survey you are invited to support the research on the importance of visual brand
identities on consumer’s perception. The participation in this survey is counted as
voluntary and if you agree to participate, please complete the answers to the question
indicated on the questionnaire attached. Please note that, there is no right or wrong
answer in this survey. All information provided will be stored confidentially and if you
are a representative, it will be only shared with your representing company.

NOTE:
Please, while proceeding with the questionnaire select the best response that come
across to your consumer personality and indicate by how you agree or disagree with
each statement. The statements will be helping you to indicate how you agree of visual
brand identity’s logo, shape and colors affecting consumer’s perception towards a brand.
Moreover, it is important to answer all questions, so take your time!

I am deeply appreciative for your time and cooperation.

Regards,

Farid Huseynov
Putra Business School, MBA
University Putra Malaysia
HP: +994 55 408 07 98
Email: huseynoffarid@gmail.com

67
SECTION A: DEMOGRAPHY

1. Gender Male (Selection box)

Female (Selection box)

2. Nationality Azerbaijani (Selection box)

Other (text area)

3. Age (in years) 18-20 (Selection box)

21-23 (Selection box)

24-26 (Selection box)

4. Consumed industry(s) Finance (Selection box)

Retail (Selection box)

E-commerce (Selection box)

Delivery (Selection box)

Other (text area)

5. Loyalty Duration Less than a year (Selection box)

1-3 years (Selection box)

3-5 years (Selection box)

More than 5 years (Selection box)

68
INSTRUCTIONS:

Please, while completing the following survey select the best response according to your

consumer profile by placing an “X” symbol on the selection box. It is mandatory to fill in

all the answers.

Strongly Agree 5
Agree 4
Neural 3
Disagree 2
Strongly Disagree 1

SECTION B: BRAND LOGO

At this section, you may answer the questions by looking at the different brand logos

attached. You can put a circle or “X” symbol on the degree that you are comfortable with.

NO. ITEM

1 Brand logo may present the vision and mission of 5 4 3 2 1

the company

2 Brand logo may illustrate the company’s industry 5 4 3 2 1

3 Brand logo may be used as a tool of marketing to 5 4 3 2 1

reach the consumers

4 Brand logo can establish a trust 5 4 3 2 1

5 Brand logo may represent the values of the 5 4 3 2 1

company

69
SECTION C: BRAND LOGO SHAPE

At this section, you may answer the questions by looking at the different brand logos

attached. The shapes of each brand is attached next to the brand logo. You can put a circle

or “X” symbol on the degree that you are comfortable with.

NO. ITEM

1 The shape of the visual brand identity can translate 5 4 3 2 1

a positive aura to the consumer

2 The shape of the visual brand identity may 5 4 3 2 1

represent the vision of the company

3 The shape of the visual brand identity may 5 4 3 2 1

represent the industry of the company

4 The shape of the corporate brand identity can be 5 4 3 2 1

used in the marketing materials to reach customers

5 The shape of the visual brand identity is an 5 4 3 2 1

important part of the translation of the company to

the consumers

70
SECTION D: BRAND LOGO COLOR

At this section, you may answer the questions by looking at the different brand logos

attached. The different colors of each brand is attached next to the brand logo. You can

put a circle or “X” symbol on the degree that you are comfortable with.

NO. ITEM

1 The color of the visual brand identity can translate 5 4 3 2 1

a feeling to the customers

2 An inappropriate usage of the color on the visual 5 4 3 2 1

brand identity may make consumers to

misunderstand company’s products

3 The color on the visual brand identity may 5 4 3 2 1

influence consumers in their buying behavior

4 The color of the corporate brand identity can be 5 4 3 2 1

used in the marketing materials to reach customers

5 The color of the visual brand identity is an 5 4 3 2 1

important part of the translation of the company’s

vision and mission to the consumers

71
SECTION D: AESTHETIC STIMULI

At this section, you may answer the questions by looking at the different brand logos

attached. Just because this research is about shape and colors in the brand identities and

their influence on consumer perceptions, the analyses will mainly focus on the referential

meaning of the stimuli using the psychological works and meanings of the colors and

shapes. You can put a circle or “X” symbol on the degree that you are comfortable with.

NO. ITEM

1 Even though a brand identity color and shape may 5 4 3 2 1

be pleasant, at some industries consumers are

likely to physically approach the brand

2 The color and shape of the visual brand identity 5 4 3 2 1

plays an important role on consumer perception

without knowing the product itself.

3 It is aesthetically pleasing to hear something about 5 4 3 2 1

the brand than visually analyzing it through its

corporate visual identity

4 Not mentioned variables, such as brand image can 5 4 3 2 1

not only be established by the visual brand identity

but depends on more important factors

5 Seeing the visual brand identities used on the 5 4 3 2 1

products are more inspiring for the consumers.

72
SECTION E: BRAND PERSONALITY

At this section, you are asked questions about the brands you are most loyal to. As their

visual brand identities may not be predicted and attached here, please use your

imagination regarding the colors and shapes. You can put a circle or “X” symbol on the

degree that you are comfortable with.

NO. ITEM

1 A negatively known brand may reset its status by 5 4 3 2 1

rebranding its current existing visual brand

identity

2 A visual brand identity may negatively influence 5 4 3 2 1

loyal consumers of a company

3 Mostly, consumers pay attention to the brands 5 4 3 2 1

visual brand identity when it comes to the

approach towards a brand.

4 A misalignment of the brand’s personality with 5 4 3 2 1

the visual brand identity may cause

misunderstanding of the consumer about brand’s

vision.

5 Consumers are more likely expecting a positive 5 4 3 2 1

impact from visual brand identities from the

brands they are most loyal to

73
 APPENDIX 2: SPSS RESULTS

Your temporary usage period for IBM SPSS Statistics will expire in 6010 days.
GET FILE='C:\Users\ROG\Documents\pbsprojectpaper
DATASET NAME DataSetBrands1 WINDOW=FRONT.
RELIABILITY/VARIABLES= Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12
Q13 Q14 Q15 Q16 Q17 Q18 Q19 Q20
/SCALE('Book 1') ALL
/MODEL=ALPHA
/STATISTICS=DESCRIPTIVE SCALE CORR
/SUMMARY=TOTAL.

Reliability:
Notes
Output Created OCT-14-2021 23:44:06
Comments
Input Data C:\Users\ROG\Documents\pbsprojectpaper
Active Dataset DataSetBrands1
Filter <none>
Weight <none>
Split Files <none>
N of Rows in 136
Working Data File
Matrix Input C:\Users\ROG\Documents\pbsprojectpaper
Missing Value Definition of User-defined missing values are treated as
Handling Missing
missing
Cases Used Statistics are based on all cases with valid
data for all variables in the procedure
Syntax RELIABILITY/VARIABLES= Q1 Q2 Q3
Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13
Q14 Q15 Q16 Q17 Q18 Q19
Q20/SCALE('Book 1') ALL
/MODEL=ALPHA

74
 /STATISTICS=DESCRIPTIVE SCALE
CORR
/SUMMARY=TOTAL.

Resources Processor Time 00:00:00.08

Elapsed Time 00:00:00.08

Case Processing Summary N %

Cases Valid 136 100.0
Excludeda 0 .0
Total 136 100.0

Item Statistics Mean Standard N

Deviation
Brand logo may present the vision and mission of 3.81 .661 136
the company
Brand logo may illustrate the company’s industry 3.79 .671 136
Brand logo may be used as a tool of marketing to 3.81 .830 136
reach the consumers

Brand logo can establish a trust 3.84 .809 136

Brand logo may represent the values of the 3.91 .745 136
company

The shape of the visual brand identity can 3.99 .873 136
translate a positive aura to the consumer
The shape of the visual brand identity may 3.90 .846 136
represent the vision of the company

The shape of the visual brand identity may 3.95 .792 136
represent the industry of the company

The shape of the corporate brand identity can be 3.84 .680 136
used in the marketing materials to reach
customers

The shape of the visual brand identity is an 3.84 .680 136

important part of the translation of the company to
the consumers

75
The color of the visual brand identity can translate 3.84 .680 136
a feeling to the customers

An inappropriate usage of the color on the visual 3.84 .680 136

brand identity may make consumers to
misunderstand company’s products

The color on the visual brand identity may 3.84 .680 136
influence consumers in their buying behavior

The color of the corporate brand identity can be 3.84 .680 136
used in the marketing materials to reach
customers

The color of the visual brand identity is an 3.84 .680 136

important part of the translation of the company’s
vision and mission to the consumers
Even though a brand identity color and shape may 3.79 .668 136
be pleasant, at some industries consumers are
likely to physically approach the brand
The color and shape of the visual brand identity 3.68 .708 136
plays an important role on consumer perception
without knowing the product itself.
It is aesthetically pleasing to hear something about 3.88 .861 136
the brand than visually analyzing it through its
corporate visual identity
Not mentioned variables, such as brand image can 3.94 .697 136
not only be established by the visual brand
identity but depends on more important factors

Seeing the visual brand identities used on the 3.89 .892 136
products are more inspiring for the consumers.

A negatively known brand may reset its status by 3.70 .846 136
rebranding its current existing visual brand
identity

A visual brand identity may negatively influence 4.06 .777 136

loyal consumers of a company

Mostly, consumers pay attention to the brands 3.89 .727 136

visual brand identity when it comes to the
approach towards a brand.
A misalignment of the brand’s personality with 3.63 .850 136
the visual brand identity may cause

76
misunderstanding of the consumer about brand’s
vision.

Consumers are more likely expecting a positive 3.91 .774 136

impact from visual brand identities from the
brands they are most loyal to

77
Item -total Statistics
Item -total Statistics
Questionaire Scale Mean Scale Corrected Squared Cronchbach’s
Items if item variance if Item-total Multiple alpha if item
Deleted item deleted Correlation Correlation is deleted
Q1 73.48 192.786 .961 - .992
Q2 73.52 192.653 .969 - .992
Q3 73.53 187.555 .953 - .992
Q4 73.25 188.373 .915 - .992
Q5 73.46 189.803 .956 - .992
Q6 73.52 187.306 .990 - .992
Q7 73.35 188.937 .909 - .992
Q8 73.36 192.400 .969 - .992
Q9 73.35 191.914 .908 - .992
Q10 73.50 190.286 .939 - .992
Q11 73.47 187.933 .896 - .992
Q12 73.21 189.629 .919 - .992
Q13 73.50 187.823 .953 - .992
Q14 73.25 192.231 .945 - .992
Q15 73.48 188.935 .961 - .992
Q16 73.39 189.942 .930 - .992
Q17 73.29 190.082 .966 - .992
Q18 73.40 191.920 .899 - .992
Q19 73.45 187.534 .896 - .992
Q20 73.55 187.652 .966 - .992

Scale Statistics
Mean Variance Standard Deviation N of Items
78.08 208.909 13.490 20

Reliability Statistics
Cronbach’s Alpha Cronbach’s Alpha Based on Standardized N of Items
Items
.993 .993 20

78