Developing Brand Personality Through Colour Construct – A ...

were adapted from research sources available in the relevant literature, including
Karaosmanoglu (2006), Clarke and Costall (2008), Hynes (2009), Aaker (1997). The
geographic location of the survey was the twin cities of Islamabad and Rawalpindi. A fivepoint
likert scale (ranging from ‘strongly disagree’ to ‘strongly agree’) was used. SPSS 16.0
software was used to analyse the data, the variables used and their respective codes are listed
in Table 2.
Table 2: List of Variables & their SPSS Code
Variables SPSS Code
Blue represents Competence, Intelligent, Secure, Confident BCISC
Red represents Sincerity, Wholesome, Down-to-Earth,
Honest
RSWDH
Orange represents Excitement, Daring, Imaginative OEDI
Purple represents Sophistication, Smooth, Glamourous,
Charming
The brand colours of the company communicates what it
stands for
PSSGC
CCOM
I like the brand colours of the company LCOL
The brand colours of the company are easily recognized RCOL
The brand colours of the company make me have positive feelings
towards the company
We used Cronbach Alpha to test the reliability factor, and Pearson Chi-square to test the
association among the constructs. The Cronbach alpha value for all the 8 items generated
under this research study, is 0.859, hence, there exists a greater internal consistency among
the items on the scale. We also used Pearson Chi-Square in order to establish the strength of
the relationship between the cross-tabulated variables. A chi-square value of less than .05
signifies an existence of a stronger relationship. The values presented in Table 3 prove that a
strong relationship exists between the cross-tabulated variables.
PCOL
Table 3: Measure of Association among Variables
Constructs Variables Pearson Chi-Square
Brand Name with Brand Brand names crosstab BCISC, RSWDH, OEDI, PSSGC 0.003
Personality Brand names crosstab CCOM, 0.012
LCOL, RCOL & PCOL
Brand names crosstab competence, sincerity,
excitement, and sophistication 0.001
Table 3 presents strength of associations between brand names (Mobilink, Telenor, Ufone,
Warid, and Zong) and different colours representation (BCISC, RSWDH, OEDI, & PSSGC);
brand colours association with brand personality traits ‘competence’, ‘sincerity’,
‘sophistication’ and ‘excitement’ is tested; similarly brand names association with brand
colours’ preference is also tested. The demographic distribution of the sample was as follows:
85% were undergraduate and 15% were postgraduate students (595 undergraduate and 105