DISSERTATION

The Impact of Brand Personality and Brand Identity on the Brand Equity of a
product.
Submitted in Partial Fulfilment of The
Requirements for the Degree of

B.Sc DEGREE IN RETAIL AND FASION MERCHANDISE

TO
FDDI, NOIDA

From – Sai Shivani. D

B.Sc. RFM (UG – 11)
1615040

Submitted to – Dr. Pranay Verma

1
 TABLE OF CONTENTS

Chapter-1.
1.1. Declaration ………………………………………………….. 5
1.2. Acknowledgement ……………………………………………………….. 5
1.3. Abstract …………………………………………………... 6
1.4. Introduction ………………………………………………………… 7
1.5. Objectives of this research………………………………………………………
8

Chapter-2. Literature review

2.1. Brand Personality and its traits………………………………… 10-12

2.1.1. Sincerity…………………………………………………………… 11
2.1.2. Excitement……………………………………………………………… 11
2.1.3. Competence………………………………………………………… 11
2.1.4. Sophistication………………………………………………………….. 12
2.1.5. Ruggedness………………………………………………………….. 12
2.2. Brand Identity………………………………………………………………….. 12-13
2.3. Brand Equity…………………………………………………………………. 13-14
2.4. Proposed Hypothesis………………………………………………………. 15

Chapter-3. Methodology

3.1. Approach and research design………………………………………………… 17

3.2. Sample frame………………………………………………………… 17
3.3. Sampling method………………………………………………………… 17-18
3.4. Data analysis and consideration………………………………………………….. 18

Chapter-4. Data analysis and key results

4.1. Demographics………………………………………………………………. 20-22
4.2. ANOVA…………………………………………………………… 22-31
4.3. Regression……………………………………………………………… 31-33
4.4. Hypothesis testing…………………………………………………………... 33-34

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Chapter-5.
5.1. Conclusion………………………………………………………… 36
5.2. Recommendation……………………………………………………………. 36
5.3. Limitation…………………………………………………………... 37
5.4. Further Study…………………………………………………………….. 37
References……………………………………………………………………………... 38-40
Appendix………………………………………………………………………………. 41-42

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CHAPTER 1

4
 DECLARATION

This thesis is a presentation of my original research work. Wherever contributions of others are
involved, every effort is made to indicate this clearly, with due reference to the literature, and
acknowledgement of collaborative research and discussions. The work was done under the
guidance of Dr. Pranay Verma at the Footwear Design and Development Institute, Noida.

ACKNOWLEDGEMENT

I would like to extend my sincere and heartfelt obligation towards all the personages without
whose active guidance, help, cooperation and encouragement, I would not have made headway
in the project.
Firstly, I would like to express my sincere gratitude to my advisor Dr. Pranay Verma for the
continuous support of my study and related research, for his patience, motivation, and immense
knowledge. His guidance helped me in all the time of research and writing of this thesis. I could
not have imagined having a better advisor and mentor for my study.
I would also like to thank my parents and my friends for their constant encouragement &
support.

5
 ABSTRACT

This study investigated the effect of brand personality and brand identity on brand equity by
using the concept of consumers’ identification with a brand. The focus was on one particular
brand, ZARA, which is a fast fashion brand for apparels. The authors develop a conceptual
framework to explain the effect of brand identity and brand personality on brand equity. The
important variables of this framework include the attractiveness of the brand personality, the
distinctiveness of the brand personality, the self-expressive value of the brand personality, and
brand identity. The empirical results indicated that there are positive relationships between brand
identity, brand personality and brand equity of a product. These relationships had a statistically
significant effect on consumer’s perception of a brand. Furthermore, brand identification had a
direct effect on brand equity in both cases when brand personality traits were combined or not
combined. The theoretical and managerial implications of the empirical results are presented, and
suggestions are made regarding both the limitations of the present study and future directions for
research.

Key words: Brand personality, Brand identity, Brand equity, Sincerity, Ruggedness, Excitement,
Sophistication, Competence

6
 INTRODUCTION

Apparels are a craze amongst youth. It has been observed that the brand name plays an important
role in buying apparels. While brand name is important, people also lean towards buying
apparels from brands which they can relate to, so that the outfit they wear shows their personality
through it. Brand name can be enhanced by brand personality, brand identity and brand equity.

Brand Personality means that what the brand is when it becomes a person. Brand personality is a
framework that helps a company or organization shape the way people feel about its product,
service, or mission. A company's brand personality elicits an emotional response in a specific
consumer segment, with the intention of inciting positive actions that benefit the firm.

Brand identity is a separate category from brand image. Brand Identity is the message the
consumer receives from the product, person, or thing. The brand identity will connect product
recognition.
Brand equity is a phrase used in the marketing industry which describes the value of having a
well-known brand name, based on the idea that the owner of a well-known brand name can
generate more revenue simply from brand recognition that is from products with that brand name
than from products with a less well-known name, as consumers believe that a product with a
well-known name is better than products with less well-known names.
The measure of brand equity helps us recognize the relationship between the customer and their
perspective toward the products of the brand. This is measure with help of different personality
traits portrayed by the brand with the help of its products and how each product influence the
consumers purchase depending upon the dimension which is mainly used in a specific product
and brand. Brand personality as mentioned plays a key role in the evaluation on brand equity but
is quite difficult to evaluate the accurate result as it varies depending upon the perception of the
consumer despite of what the brand is communicating about the personality. In this, we study the
relationship between all these factors and how the consumers perceive the image and identity
portrayed by the brand and the influence it has on their purchase intent and brand equity. The
familiarity a consumer has towards a certain brand and its products is defined as brand equity
which is favorable and creates a strong impression in their memories.

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 OBJECTIVES OF THIS RESEARCH

Based on the introduction, it can be determined that Brand Identity and Brand Personality are the
independent variables while, Brand Equity is the dependent variable. And the following
objectives shall be empirically researched
1. To identify the difference between brand personality portrayed by the company and what
is perceived by the consumers with its impact on brand equity.
2. The interrelationships between brand identity and brand personality.
3. The interrelationships between the different dimensions of brand personality which
consist of Sophistication, Competence, Ruggedness, Excitement and Sincerity.

8
CHAPTER 2

9
 LITERATURE REVIEW

1) BRAND PERSONALITY

Brand personality is a set of human characteristics that are attributed to a brand name. A brand
personality is something to which the consumer can relate; an effective brand increases
its brand equity by having a consistent set of traits that a specific consumer segment enjoys.  It
means assigning human personality traits/characteristics to a brand so as to achieve
differentiation. These characteristics signify brand behavior through both individuals
representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When
brand image or brand identity is expressed in terms of human traits, it is called brand personality.
This personality is a qualitative value-add that a brand gains in addition to its functional benefits.
Brand personality is a framework that helps a company or organization shape the way people
feel about its product, service, or mission. A company's brand personality elicits an emotional
response in a specific consumer segment, with the intention of inciting positive actions that
benefit the firm.

VARIABLE SOURCE DEFINITION

BRAND PERSONALITY Azoulay & Kapferer, 2003, Brand personality is the set of
pp. 151 human personality traits that
are both applicable to and
relevant for brands.
American Marketing Brand personality is the
Association psychological nature of a
particular brand as intended
by its sellers, though persons
in the marketplace may see
the brand otherwise (called
brand image). These two
perspectives compare to the
personalities of individual
humans: what we intend or
desire, and what others see or

10
 believe.”
 (Aaker, 1996:141-142) Brand personality is a set of
(1) human demographic
characteristics like age,
gender, social class and race,
(2) human lifestyle
characteristics like activities,
interest, and opinion, (3)
human personality traits such
as extroversion,
agreeableness, dependability,
warmth, concern, and
sentimentality. 

Brand personality is further divided into five different sections which are traits and dimensions
through which the personality of a brand is evaluated and identified. These dimensions were
identified by David Aaker in his model for brand personality, which include Sincerity,
Excitement, Competence, Sophistication and Ruggedness. The relationship between these traits
can be used to measure the brand equity and how each dimension effects it in either a positive or
negative manner.

A) SINCERITY
It associates with the nature of the brand and its services through the products they create to
project their honesty and down-to-earth nature. Genuine, honest, wholesome and cheerful come
to mind when thinking of the traits associated with this dimension.

B) EXCITEMENT
Brands which are known to be daring, spirited and imaginative build excitement in consumers
with their products, services as well as advertisements about their brand. Brand excitement
contains traits such as playful, daring, imaginative, and spirited.

C) COMPETENCE
The ability to rely on something shows it competency regarding a particular manner. Similarly,
the ability to make helpful products for consumers which are intelligent leading them into a
successful life can be identified as a competent brand. The attributes represented by this brand
personality are intelligence, success, reliability, and expertise.

11
 D) SOPHISTICATION
Sophistication is the toughest personality to achieve in the five traits as it requires a lot of
patience and charm to achieve. Most of the luxury brands portray sophistication through their
personality due to their rigorous approach to reinforce the brand personality again and again for
it to acknowledge. Common characteristics associated with this dimension include charming,
refined, elegant, and poise.

E) RUGGEDNESS
This trait usually is found in brands which are known for their toughness, outdoor nature and
their strong personality. This kind of trait is derived mainly from the nature of products the brand
is making which automatically builds the tough personality. Powerful, forceful, potent and
outdoorsy come to mind when thinking of the traits associated with this dimension.

2) BRAND IDENTITY
Brand identity is a separate category from brand image. Brand Identity is the message the
consumer receives from the product, person, or thing. The brand identity will connect product
recognition. According to Kapferer (2008) it gives meaning to a brand puts forward. Brand
identity should be a consistent message received by its audience. If a portion of the identity is a
particular shade, consistency of the color is imperative in maintaining the product identity. The
identity must match the image projected to the public.

VARIABLE SOURCE DEFINITION

BRAND IDENTITY Joachimsthaler (2000) Brand identity is tangible and

appeals to the senses. Brand
identity is what you can see. It
fuels recognition, amplifies
differentiation, and makes big
ideas and meaning accessible.

Kapferer (2008) Brand identity defines as a

12
 brand’s meaning as put forward
by the firm so as to present its
brand to its target groups. Brand
identity dimensions physique
(i.e., physical features and
qualities) and personality (i.e.,
human personality traits) picture
the sender.
(Schmitt and Simonson, 1997) Companies that present a
cohesive, distinctive, and
relevant brand identity can create
a preference in the marketplace,
add value to their products and
services, and may command a
price premium.

(Aaker 1996, p.68) Brand identity is “a unique set of

associations that the brand
strategist aspires to create or
maintain”. In other words, brand
identity relates more to the
sender and it defines how the
organization wants the brand to
be perceived.

3) BRAND EQUITY
'Brand equity' is a phrase used in the marketing industry which describes the value of having a
well-known brand name, based on the idea that the owner of a well-known brand name can
generate more revenue simply from brand recognition that is from products with that brand name
than from products with a less well-known name, as consumers believe that a product with a
well-known name is better than products with less well-known names. As Keller (2001) said
only if the brand development process includes the following steps companies can develop
sturdy brands: (1) establishment of proper brand identity, (2) creation of the appropriate brand

13
meaning, (3) extraction of the right brand responses, and (4) building of appropriate brand
relationships with customers. The parts of the Customer Based Brand Equity pyramid as Keller
introduces are stepped in six building blocks. These steps consist of: salience, performance,
imagery, judgment, feelings and resonance.

VARIABLE SOURCE DEFINITION

BRAND EQUITY Simon and Sullivan (1993) Brand equity is the incremental
cash flows which accrue to
branded products over and
above the cash flows which
would result from the sale of
unbranded products.

Keller (1993) Brand equity occurs when the

consumer is familiar with the
brand and holds some
favorable, strong and unique
brand associations in their
memory.

Szocs (2012) Customer based brand equity is

referred in literature as a
decision support tool that sets
up a useful diagnosis for
managers about the ideas
consumers have about the
brand.

Kotler and Keller (2006) A bridge between the

marketing investments in the
company’s products to create
the brands and the customers’
brand knowledge.

14
Based on the literature review, the following twenty two hypothesis have been proposed
H1: Brand identity impacts Brand Equity
H2: Sincerity impacts Brand Equity
H3: Sophistication impacts Brand Equity
H4: Excitement impacts Brand Equity
H5: Competence impacts Brand Equity
H6: Ruggedness impacts Brand Equity
H7: Brand Personality as a whole factor Brand Equity
H8: Gender moderates Overall Brand Equity
H9: Age moderates Overall Brand Equity
H10: Occupation moderates Overall Brand Equity
H11: Frequency of apparel buying moderates Overall Brand Equity
H12: Family income moderates Overall Brand Equity
H13: Age moderates Brand Identity
H14: Occupation moderates Brand Identity
H15: Gender moderates Brand Identity
H16: Frequency of apparel buying moderates Brand Identity
H17: Family income moderates Brand Identity
H18: Age moderates Brand Personality
H19: Gender moderates Brand Personality
H20: Occupation moderates Brand Personality
H21: Frequency of apparel buying moderates Brand Personality
H22: Family income moderates Brand Personality

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 CHAPTER 3

RESEARCH METHODOLOGY

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APPROACH AND DESIGN

Research methodology is used by researchers to collect, analyze and interpret the answers for
hypotheses and questions and in amore systemic and structural way. In this section, author have
included that how research was carried, what was the research design, how the data was
collected, what the research instrument was, what was the sample design and how data was
analyzed and processes. The objective of this part is to give a better understanding about the
outcome and result of the research and claims made by the authors.

PRIMARY DATA: This is the type of data which is collected by students/researchers at FDDI,
Noida using methods like surveys, interviews or experiments. It is collected with the dissertation
in mind during the months of February and March 2019, from the respondents using the online
survey method so that no data is tampered with while the collected data is ethical and accurate.

SAMPLE FRAME

The sample frame used for this research consists of the students registered with FDDI, Noida in
the age between 18-25. The survey method was carried out in the college premises to identify the
difference between the difference between brand personality and what is perceived by the
consumers with its impact on brand equity. The data collected was then put through regression to
find out the perspective of the customers towards the brand ZARA and how different it is from
the portrayed personality of the said brand. The data is also accounted for the affect it has on the
brand equity and whether the result is significant or not.

SAMPLING METHOD

Sampling refers to selecting a small number of respondents from a larger population to make a
conclusion which represents the whole. In this research the population was people who were
restaurant goers, Questionnaire was used as an instrument for analysis in this research.
Questionnaires are set structured questions which respondents read and answer from the given

17
options (Bryman and Bell, 2011). It serves as an important tool to gather responses from the
respondents as it is cheaper and can easily select maximum respondents from a large number of
sample. For this survey, closed ended structured questionnaire were used which had two parts,
Part A consisted of demographics and part B consisted of questions related to variables. Likert
scale was used for options where 1= strongly Agree to 5= Strongly Disagree. The questionnaire
was adapted, i.e., the items were selected from previously done researches and modified
according to the study. Non- probability convenience sampling technique was used in this
research i.e., anyone who is available to be part of the survey can answer the questions. This is
the easiest way as one does not have to wait long for respondents to answer. Online Google docs’
forms were used for surveying and the link was circulated among the people who are frequently
restraint goers. Main target was younger people but other people were also included in this
research. Approximately 2 months were invested in this research.

DATA ANALYSIS AND ETHICAL CONSIDERATIONS

Data was analyzed by analyzing the frequencies of what number of sample was agreeing or
disagreeing about the relationship of the variables and which factor affected most to the
customers of these restaurants. The respect and dignity of respondents for the research were
throughout maintained properly. For confidentiality of the participant, the proper guarantee was
given for the research purpose.

18
CHAPTER 4

19
 DATA INTERPRETATION

This chapter analyzes the results and check the hypothesis that whether the claim made were
accepted or rejected. Firstly, the correlation analysis is done to determine the degree of which the
selected variables are correlated with each other. Secondly, a regression analysis is employed in
order to test whether there are significant relationships between dependent and independent
variables of the model. The regression analysis is accompanied with an Analysis of Variance
(ANOVA) test to ensure that the variations which are described by the model are not by chance.

DEMOGRAPHICS

A) AGE

B) GENDER

C) AVERAGE ANNUAL FAMILY INCOME

D) FREQUENCY OF BUYING APPARELS

20
ANOVA OF DEPENDENT VARIABLE WITH DEMOGRAPHIC FACTORS
1) GENDER
Table 1 Gender – Overall Brand Equity

Anova: Single Factor

SUMMARY
Groups Count Sum
Gender 55 81
OBE 55 152.75

ANOVA

21
 Source of
Variation SS df MS F P-value F crit
1.39E-
Between Groups 46.80057 1 46.80057 87.45775 15 3.929012
Within Groups 57.79318 108 0.535122

Total 104.5938 109        

Gender moderates Overall brand equity as p-value 1.39×10 -15

2) OCCUPATION
Table 2 Occupation - Overall Brand Equity

Anova: Single Factor

SUMMARY
Groups Count Sum
Occupation 55 85
OBE 55 152.75

ANOVA
Source of
Variation SS df MS F P-value F crit
6.57E-
Between Groups 41.72784 1 41.72784 52.5733 11 3.929012
Within Groups 85.72045 108 0.793708

Total 127.4483 109        

-11
Occupation moderates Overall brand equity as p-value 6.57×10 .

3) AVERAGE ANNUAL FAMILY INCOME

Table 3 Family Income - Overall Brand Equity

Anova: Single Factor

SUMMARY
Groups Count Sum
Average annual family 55 128

22
 income
OBE 55 152.75

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 5.56875 1 5.56875 6.385016 0.012958 3.929012
Within Groups 94.19318 108 0.872159

Total 99.76193 109        

Average annual family income moderates Overall brand equity as p-value 0.012958.

4) HOW OFTEN THEY BUY APPAREL

Table 4 Frequency of buying apparel - Overall Brand Equity

Anova: Single Factor

SUMMARY
Groups Count Sum
How often do you buy
apparels? 55 109
OBE 55 152.75

ANOVA
Source of Variation SS df MS F P-value F crit
3.03E-
Between Groups 17.40057 1 17.40057 18.96981 05 3.929012
Within Groups 99.06591 108 0.917277

Total 116.4665 109        

Frequency of buying apparels moderates Overall brand equity as p-value 3.03×10-05.

5) AGE

23
 Table 5 Age - Overall Brand Equity

Anova: Single Factor

SUMMARY
Groups Count Sum
Age 55 115
OBE 55 152.75

ANOVA
Source of
Variation SS df MS F P-value F crit
1.15E-
Between Groups 12.95511 1 12.95511 26.58492 06 3.929012
Within Groups 52.62955 108 0.487311

Total 65.58466 109        

Age moderates Overall brand equity as p-value 1.15×10-06.

ANOVA OF INDEPENDENT VARIABLES WITH DEMOGRAPHIC FACTORS

A) BRAND IDENTITY

1) AGE
Table 1 Age - Brand Identity

Anova: Single Factor

24
 SUMMARY
Groups Count Sum
BI 55 136.8333
Age 55 115

ANOVA
Source of
Variation SS df MS F P-value F crit
Between Groups 4.333586 1 4.333586 7.4246 0.007507 3.929012
Within Groups 63.03737 108 0.583679

Total 67.37096 109        

Age moderates Brand identity as p-value 0.007507.

2) GENDER
Table 2 Gender - Brand Identity

Anova: Single Factor

SUMMARY
Groups Count Sum
BI 55 136.8333
Gender 55 81

ANOVA
Source of
Variation SS df MS F P-value F crit
9.81E-
Between Groups 28.33965 1 28.33965 44.87737 10 3.929012
Within Groups 68.20101 108 0.631491

Total 96.54066 109        

Gender moderates Brand identity as p-value 9.81×10-10.

3) OCCUPATION

25
 Table 3 Occupation - Brand Identity

Anova: Single Factor

SUMMARY
Groups Count Sum
BI 55 136.8333
Occupation 55 85

ANOVA
Source of
Variation SS df MS F P-value F crit
8.07E-
Between Groups 24.42449 1 24.42449 27.44089 07 3.929012
Within Groups 96.12828 108 0.890077

Total 120.5528 109        

Occupation moderates Brand identity as p-value 8.07×10-07.

4) AVERAGE ANNUAL FAMILY INCOME

Table 4 Income - Brand Identity

Anova: Single Factor

SUMMARY
Groups Count Sum
BI 55 136.8333
Average annual family
income 55 128

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 0.709343 1 0.709343 0.732393 0.394003 3.929012
Within Groups 104.601 108 0.968528

Total 105.3104 109        

Average annual family income moderates Brand identity as p-value 0.394003.

26
5) FREQUENCY OF BUYING APPAREL
Table 5 Frequency of buying apparel - Brand Identity

Anova: Single Factor

SUMMARY
Groups Count Sum
BI 55 136.8333
How often do you buy
apparels? 55 109

ANOVA
Source of Variation SS df MS F P-value F crit
Between Groups 7.042677 1 7.042677 6.947868 0.009627 3.929012
Within Groups 109.4737 108 1.013646

Total 116.5164 109        

Frequency of buying apparel moderates Brand identity as p value 0.009627.

B) BRAND PERSONALITY

1) AGE
Table 6 Age - Brand Personality

Anova: Single Factor

SUMMARY
Su
Groups Count m
BP 55 194
Age 55 115

ANOVA

27
 Source of
Variation SS df MS F P-value F crit
1.95E-
Between Groups 56.73636 1 56.73636 131.9392 20 3.929012
Within Groups 46.44205 108 0.430019

Total 103.1784 109        

Age moderates Brand personality as p-value 1.95×10-20.

2) GENDER
Table 7 Gender - Brand Personality

Anova: Single Factor

SUMMARY
Su
Groups Count m
BP 55 194
Gender 55 81

ANOVA
Source of
Variation SS df MS F P-value F crit
2.11E-
Between Groups 116.0818 1 116.0818 242.9352 29 3.929012
Within Groups 51.60568 108 0.47783

Total 167.6875 109        

Gender moderates Brand personality as p-value 2.11×10-29.

3) OCCUPATION
Table 8 Occupation - Brand Personality

Anova: Single Factor

SUMMARY
Su
Groups Count m
BP 55 194
Occupation 55 85

28
 ANOVA
Source of
Variation SS df MS F P-value F crit
7.65E-
Between Groups 108.0091 1 108.0091 146.6685 22 3.929012
Within Groups 79.53295 108 0.736416

Total 187.542 109        

Occupation moderates Brand personality as p-value 7.65×10-22.

4) AVERAGE ANNUAL FAMILY INCOME

Table 9 Family Income - Brand Personality

Anova: Single Factor

SUMMARY
Su
Groups Count m
BP 55 194
Average annual family
income 55 128

ANOVA
Source of Variation SS df MS F P-value F crit
2.61E-
Between Groups 39.6 1 39.6 48.59686 10 3.929012
Within Groups 88.00568 108 0.814867

Total 127.6057 109        

Average annual family income moderates Brand personality as p-value 2.61×10-10.

5) FREQUENCY OF BUYING APPAREL

Table 10 Frequency of buying apparel - Brand Personality

Anova: Single Factor

29
 SUMMARY
Su
Groups Count m
BP 55 194
How often do you buy
apparels? 55 109

ANOVA
Source of Variation SS df MS F P-value F crit
3.37E-
Between Groups 65.68182 1 65.68182 76.37552 14 3.929012
Within Groups 92.87841 108 0.859985

Total 158.5602 109        

Frequency of buying apparel moderates Brand Personality as p-value 3.37×10-14.

REGRESSION ANALYSIS OF DEPENDENT AND INDEPENDENT VARIABLES

WHEN BRAND PERSONALITY IS DIVIDED BY FACTORS

Table 11 Regression 1

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.736001
R Square 0.541698
Adjusted R
Square 0.48441
Standard Error 0.63389
Observations 55

ANOVA
  df SS MS F Significanc

30
 eF
Regression 6 22.79687 3.799478 9.455739 7.52E-07
Residual 48 19.28722 0.401817
Total 54 42.08409      

Coefficient Standar Upper Lower Upper

  s d Error t Stat P-value Lower 95% 95% 95.0% 95.0%
Intercept 0.377755 0.405226 0.932208 0.355894 -0.43701 1.192516 -0.43701 1.192516
Brand Identity 0.531758 0.102605 5.18259 4.32E-06 0.325457 0.738058 0.325457 0.738058
Sophistication -0.14186 0.108688 -1.30521 0.198045 -0.36039 0.076671 -0.36039 0.076671
Competence 0.024148 0.144677 0.166911 0.868142 -0.26674 0.31504 -0.26674 0.31504
Sincerity 0.214802 0.1398 1.536492 0.130984 -0.06629 0.49589 -0.06629 0.49589
Excitement 0.156693 0.15842 0.989096 0.327576 -0.16183 0.475217 -0.16183 0.475217
Ruggedness 0.055027 0.098697 0.557537 0.579751 -0.14342 0.25347 -0.14342 0.25347

REGRESSION ANALYSIS OF DEPENDENT AND INDEPENDENT VARIABLES

WHEN ALL THE FACTORS OF BRAND PERSONALITY ARE COMBINED

Table 12 Regression 2

SUMMARY OUTPUT

Regression Statistics
Multiple R 0.703988
R Square 0.495599
Adjusted R
Square 0.476199
Standard
Error 0.638918
Observatio
ns 55

31
 ANOVA
Significan
  df SS MS F ce F
20.8568 10.4284 25.5463
Regression 2 5 2 2 1.87E-08
21.2272 0.40821
Residual 52 4 6
42.0840
Total 54 9      

Coefficien Standar Lower Upper Lower Upper

  ts d Error t Stat P-value 95% 95% 95.0% 95.0%
0.39081 1.35980 0.17975 1.31564 -
Intercept 0.531429 1 9 7 -0.25279 9 0.25279 1.315649
4.94972 8.21E- 0.68137 0.28827
BI 0.484826 0.09795 1 06 0.288275 8 5 0.681378
0.11844 2.48842 0.01607 0.53242 0.05706
BP 0.294747 7 7 2 0.057066 9 6 0.532429

Table 13 Hypothesis

Hypothesis no Path Outcome P- value

H1 Brand identity impacts Brand Equity Accepted 4.32×10-06

H2 Sincerity impacts Brand Equity Rejected 0.130984

H3 Sophistication impacts Brand Equity Rejected 0.198045

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H4 Excitement impacts Brand Equity Rejected 0.327576

H5 Competence impacts Brand Equity Rejected 0.868142

H6 Ruggedness impacts Brand Equity Rejected 0.579751

H7 Brand Personality as a whole factor Brand Equity Accepted 0.016072

H8 Gender moderates Overall Brand Equity Accepted 1.39×10-15

H9 Age moderates Overall Brand Equity Accepted 1.15×10-06

H10 Occupation moderates Overall Brand Equity Accepted 6.57×10-11

H11 Frequency of apparel buying moderates Overall Brand Equity Accepted 3.03×10-05

H12 Family income moderates Overall Brand Equity Accepted 0.012958

H13 Age moderates Brand Identity Accepted 0.007507

H14 Occupation moderates Brand Identity Accepted 8.07×10-07

H15 Gender moderates Brand Identity Accepted 9.81×10-10

H16 Frequency of apparel buying moderates Brand Identity Accepted 0.009627

H17 Family income moderates Brand Identity Rejected 0.394003

H18 Age moderates Brand Personality Accepted 1.95×10-20

H19 Gender moderates Brand Personality Accepted 2.11×10-29

H20 Occupation moderates Brand Personality Accepted 7.65×10-22

H21 Frequency of apparel buying moderates Brand Personality Accepted 3.37×10-14

H22 Family income moderates Brand Personality Accepted 2.61×10-10

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From the data above it can be concluded that 16 out of 22 hypothesis are accepted for the use of
research. Regression Table 11 & Table 12 depict that when individual items of brand personality
are regressed on Overall Brand Equity, none of the items remain significant. However, when
Brand personality as a whole is regressed on Overall Brand Equity, the composite Brand
personality significantly effects Brand Equity.

CHAPTER 5

34
 CONCLUSION

It has been observed from the above data that the Brand personality as a whole can show either a
positive or a negative effect on the brand equity whereas, when different traits of the brand
personality are taken into consider such as, Sophistication, Sincerity, Competence, Excitement
and Ruggedness it is observed that only Sincerity as any kind of effect on the Brand Equity.

Also, Brand Identity has given a positive result towards its impact on Brand equity which can be
used to conclude that Brand identity portrayed by the company and how it is perceived plays a
huge influence on the product Brand equity. Brand identity was accepted because the consumers
were able to identify themselves with the identity portrayed by the brand and relate to it.

As the p-value found with the process of regression equation in both the variables is less than
0.05, i.e. Brand Identity p-value: 4.32×10-06 (When individual factors of Brand personality are
taken into consideration) and Brand Identity p-value: 8.21×10-06(When Brand personality is taken
as a single combined variable), Brand Personality p-value: 0.016072 it is taken into consideration
and proven that both these factors affect the Brand equity of the product.

Therefore it can be concluded that the factor, Brand identity and Brand personality as whole
makes a difference in the brand equity but not the individual traits of the brand personality
because all the traits combined are much more effective than a single trait.

RECOMMENDATION
Findings of this research might recommend couple of implications and applicable suggestions for
managers, practitioners and further researchers of the similar topic. Regarding the concept of
brand equity, it would be recommended to managers for being update and finding their

35
costumer’s needs, because as the results of this study showed that Brand Identity and Brand
Personality has a positively significant effect on Brand equity.

The most fundamental part of Brand identity is truly understanding who you are so that you can
align all of your actions and your environment. The deeper your understanding of values, vision,
and other brand attributes, the better able you are to align all parts of your life consistent with
your brand. You are the most critical part of your branding strategy. Look to make all your
messages and images congruent with your values and the world will notice.
It is important to note for the Brand managers that Brand personality is a composite score and
not a sum of individual traits of Sincerity, Sophistication, Excitement, Competence and
Ruggedness. Therefore, these managers should develop a brand of ZARA which includes all the
five traits taken together.

LIMITATION

The only instrument used for data collection of the current research was questionnaire, the
answers are limited and fixed. Therefore, it is suggested that in future research on the same topic,
besides using quantitative approach, couple of descriptive and qualitative questions regarding
client’s opinion could be taken in to consideration.
Considering the amount of data of data collected, the time was limited for such
an extensive research which can be taken into consideration while observing that this does not
apply to general population due to restricted amount of data.

FUTURE STUDY

This study can be developed further to study the effect of Brand personality and Brand identity
upon Brand equity for product categories other than apparels.
The further study may include various other factors of Brand equity as well,
and how each trait is affected by different variables of brand personality as well as brand equity.

36
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Understanding brand identity confusion
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The effect of brand personality and brand identification on brand loyalty:

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 APPENDIX
Please fill the questionnaire based on the scale provided from 1 to 5, in which 1 being the least
agreed and 5 being the most agreed option.
AGE: A) 19 and below B) 20-25 C) 26-30 D) 30 and above
GENDER: A) Male B) Female C) Other
OCCUPATION:
FAMILY INCOME: A) 50,000 and below B) 1,00,000-5,00,000 C) 6,00,000-10,00,000
D) 10,00,000 and above
FREQUENCY OF BUYING APPAREL: A) Weekly B) Monthly C) Quarterly
D) Once in 6 months

OVERALL BRAND EQUITY

OBE1. It makes sense to buy Zara instead of any other brand, even if they
are the same.
OBE2. Even if another brand has the same features as Zara, I would prefer
to buy Zara.
OBE3. If there is another brand as good as Zara, I prefer to buy Zara.
OBE4. If another brand is not different from Zara in any way, it seems
smarter to purchase Zara.

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 BRAND IDENTITY
BI1. This brand’s successes are my successes
BI2. I am interested in what others think about this brand
BI3. When someone praises this brand, it feels like a personal
compliment
BI4. When I talk about this brand, I usually say “we” rather than “they”
BI5. If a story in the media criticized the brand, I would feel embarrassed
BI6. When someone criticizes this brand, it feels like personal insult

BRAND PERSONALITY
BPSi1. The products made by this brand are of genuine quality.
BPSi2. This brand provides good service and sincerity to its
customers.
BPE1. I get excited when new products of this brand come out
BPE2. The products introduced by this brand are always new and
trendy
BPC1. I can see myself relating to and using this brand
BPC2. I can rely on this brand to provide appropriate products
BPSo1. This is brand showcases glamorous products
BPR1. This brands products are durable and long lasting.

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