Developing Brand Personality Through Colour Construct – A ...

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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
postgraduate respectively); 54% were male and 46% were female (378 male and 322 female); 52% resided in Islamabad and 48% resided in Rawalpindi (364 from Islamabad and 336 from Rawalpindi); the age group was divided into three age brackets: 18-20 (504; 72%), 21-23 (91; 13%), and 24-26 (105; 15%). The cross-tabulation results among the variables are presented in Table 4. Table 4: Cross -Tabulation Results Variable Brand Result CCOM Mobilink 100% (700) Telenor 97% (609) Ufone 100% (700) Warid 69% (483) Zong 42% (294) LCOL Mobilink 89% (623) Telenor 81% (567) Ufone 93% (651) Warid 72% (504) Zong 54% (378) RCOL Mobilink 100% (700) Telenor 97% (679) Ufone 95% (665) Warid 88% (616) Zong 32% (224) PCOL Mobilink 86% (602) Telenor 74% (518) Ufone 87% (609) Warid 79% (553) Zong 56% (392) Competence Mobilink 78% (546) Telenor 97% (679) Ufone 55% (385) Warid 21% (147) Zong 17% (119) Sincerity Mobilink 46% (322)
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