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GROUP 2 Brand Identity and Brand Image Customers Motivating Factors To Buy.. 1
GROUP 2 Brand Identity and Brand Image Customers Motivating Factors To Buy.. 1
GROUP 2 Brand Identity and Brand Image Customers Motivating Factors To Buy.. 1
1
Brand identity and Brand image: customer's motivating factors to buy
John Jay P. Dela Cruz1,2,3, Ralph Vincent Garcia1,2,3, Jose Victor Velasco1,2,3, Dhona Mae C.
Bardinas1,2,3, Artmie Bilendel N. Conclara1,2,3, Andrea Rose Diaz1,2,3, Kyle Morris1,2,3 ,
1
College of Hospitality and Institutional Management
2
Research Development and Innovation Center
3
Our Lady of Fatima University
May 2023
1.0 Introduction
People are very particular in buying products when it has discounts or like B1T1 (Buy 1 Take
1), budget friendly, if it’s an international brand, when it has advertisements that spread all over
the social media platforms. Customers may regard goods as being of higher quality if the brand is
well known. Customers are then able to benefit from a pricing premium. Building a strong brand
identity enables businesses to increase sales and client loyalty. Brand identity reflects how the
brand should be perceived by its target consumers, which emphasizes the psychological
connection and loyalty in action between the brand and consumers (Karste and Guzmán, 2020).
Brand image is the perception of the brand in the mind of the customer. A product that costs
neither too low nor too high or a company that offers competitive prices, could well motivate the
buying decision (Singh, 2021).
Branded goods are a guarantee to consumers that their needs will be met, but some people
enjoy unknown brands due to poor brand management or social management. Lamborghini
considers advertising via television commercials as an expensive waste of time. (Kalyankar,
2022).
Customer disloyalty is increasing due to poor product quality, limited product
availability, content on social media, technical failure, and bad customer service. The customer
disloyalty cycle consists of three stages: frustrated, separation, and revenge. Revenge involves
significant risk for brands because it can threaten their business and public image. (Nuraini, 2022)
This study will be conducted to determine if brand identity and brand image influences
customers' decisions to buy. This study will benefit company to acknowledge the importance
brand strategy. To advertising agency or marketing department of a certain company for them to
identify the preferences of the customers in buying goods. Future researchers, this study will
foster the body of knowledge to topics about brand identity and brand image.
Brand Image
H2
Consumer Buying Behavior
Brand Identity
INDEPENTEND
DEPENDENT VARIABLE VARIABLE
Age Customers buying products
Gender because of :
Allowance Brand image
Brand identity
Brand Personality
Figure 2: Demonstrates the research paradigm, which explains the connection between
dependent variables, such as the demographic profile of the respondents, and independent
variables, such as brand identification and brand image, which influence consumer buying
decisions.
2.4.1 Research Questions
Research Question 1: What is the demographic profile of respondents in term of:
1.1 Sex;
1.2 Age;
1.3 Allowance/Monthly income
Where:
This table includes the rating scale's range and its related interpretation, which served
as the foundation for this study's interpretation.
Rating Scale Verbal interpretation
1.01 - 1.80 Strongly agree (Variable on the left)
1.81 - 2.60 Agree (Variable on the left)
2.61 - 3.40 Average (variable to left) nor (variable to
right)
3.41 - 4.20 Disagree (Variable on the right)
4.21 - 5.00 Strongly Disagree (Variable on the right)
Table 1.0 The 5- point liker scale with the following verbal interpretations.
3.7.3 ANOVA
ANOVA is a range of statistical models and associated estimating techniques that
are used to examine variations in means between groups and within groups, such as the
"variation" among and between groups (Zunbair, 2022). A statistical technique called
analysis of variance, or ANOVA, divides observed variance data into various components
for use in further testing. (kelton 2022).
REFERENCES:
(Singh, 2021).
https://www.revechat.com/blog/buying-motivation/
(Kalyankar, 2022).
https://startuptalky.com/brands-that-dont-advertise/
(Nuraini, 2022)
https://blog.usetada.com/en/factors-that-drive-brand-disloyalty
(BrandTrust, 2023).
https://www.brand-trust.de/en/glossary/brand-image.php#:~:text=The%20essential
%20difference%20between%20brand,the%20brand%20to%20be%20perceived.
(Wheeler., 2022).
https://blog.hubspot.com/agency/develop-brand-identity#:~:text=What%20is%20brand
%20identity%3F,a%20promise%20to%20your%20customers
(Veoller 2017).
https://www.oliveandcompany.com/blog/building-brand-identity-guidelines/
(Tarver, 2021).
https://www.investopedia.com/terms/b/brand-personality.asp
(Forsey, 2021).https://blog.hubspot.com/marketing/what-is-brand-personality?
fbclid=IwAR1YBwgQ4avJi8Or_CLyWraCpxeeT1nVmvI2Hm0vfLbwdWTG_9Wdr-RajiI
(Tarver 2021).
https://www.investopedia.com/terms/b/brand-personality.asp
Sirgy (2019)
(Zhang, 2018).
https://www.econstor.eu/bitstream/10419/213028/1/full-3.pdf
(Huang, 2018)
https://www.econstor.eu/bitstream/10419/213028/1/full-3.pdf
(Allen, 2017).
https://libguides.uta.edu/quantitative_and_qualitative_research/quant
(Young, 2022).
https://www.investopedia.com/terms/f/frequencydistribution.asp
(Zunbair, 2022).
https://towardsdatascience.com/statistical-comparison-among-multiple-groups-with-anova-
d4ac27f6e59e