CHAPTER 5: PRESENTATION & INTERPRETATION OF EMPIRICAL RESULTS
5.9 Correlation Analysis
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90
Null hypothesis (H6o)
There is no relationship between Need for Uniqueness and each of the other brand equity variables
Alternative hypothesis (H6a)
There is a relationship between Need for Uniqueness and each of the other brand equity variables
Null hypothesis (H7o)
There is no relationship between Self- expression/attitude and each of the other brand equity variables
Alternative hypothesis (H7a)
There is a relationship between Self- expression/attitude and each of the other brand equity variables
Null hypothesis (H8o)
There is no relationship between Lifestyle and self- presentation and each of the other brand equity variables
Alternative hypothesis (H8a)
There is a relationship between Lifestyle and self- presentation and each of the other brand equity variables
Null hypothesis (H9o)
There is no relationship between Social presentation / attitude and each of the other brand equity variables
Alternative hypothesis (H9a)
There is a relationship between Social presentation / attitude and each of the other brand equity variables
Null hypothesis (H10o)
There is no relationship between Purchase Intention and each of the other brand equity variables
Alternative hypothesis (H10a)
There is a relationship between Purchase Intention and each of the other brand equity variables
Null hypothesis (H11o)
There is no relationship between Purchase Intention and each of the other brand equity variables
Alternative hypothesis (H11a)
There is a relationship between Purchase Intention and each of the other brand equity variables
91 Table 5.30: Correlations of Variables
BRAND EQUITY VARIABLES ATTITUDE VARIABLES
Perceived
brand Quality
Brand
Loyalty Brand Awaren ess
Brand
Image Overall Brand Equity
Need for Unique ness
Self- Expressio n/Attitude
Lifestyle and self- presentation
Social Presentation/
Attitude
Affective
Attitude Purchase Intention
Perceived Brand
Quality Pearson
Correlation 1 0.510** 0.411** 0.327** 0.373** 0.000 0.064 0.191** 0.162** 0.193** 0.281**
Sig0. (2-tailed) 0.000 0.000 0.000 0.000 0.999 0.307 0.002 0.010 0.002 0.000
N 256 255 256 256 256 256 255 256 255 256 255
Brand Loyalty Pearson
Correlation 0.510** 1 0.481** 0.500** 0.596** 0.118 0.168** 0.299** 0.334** 0.265** 0.506**
Sig0. (2-tailed) 0.000 0.000 0.000 0.000 0.061 0.007 0.000 0.000 0.000 0.000
N 255 255 255 255 255 255 254 255 254 255 254
Brand Awareness Pearson
Correlation 0.411** 0.481** 1 0.318** 0.426** -0.033 0.178** 0.220** 0.202** 0.193** 0.316**
Sig0. (2-tailed) 0.000 0.000 0.000 0.000 0.598 0.004 0.000 0.001 0.002 0.000
N 256 255 256 256 256 256 255 256 255 256 255
Brand Image Pearson
Correlation 0.327** 0.500** 0.318** 1 0.540** 0.104 0.292** 0.281** 0.352** 0.208** 0.298**
Sig0. (2-tailed) 0.000 0.000 0.000 0.000 0.097 0.000 0.000 0.000 0.001 0.000
N 256 255 256 256 256 256 255 256 255 256 255
Overall Brand
Equity Pearson
Correlation 0.373** 0.596** 0.426** 0.540** 1 0.146* 0.274** 0.273** 0.309** 0.238** 0.445**
Sig0. (2-tailed) 0.000 0.000 0.000 0.000 0.000 0.019 0.000 0.000 0.000 0.000 0.000
N 256 255 256 256 256 256 255 256 255 256 255
**.Correlation is significant at the 0.05 level (2-tailed).
92 The Pearson correlation coefficient or the r-index is said to be “the most appropriate metric for expressing an effect size when describing the relationship between two continuous variables” (Cooper, 2010:165). The correlation coefficient takes into account the variances and co-variances of two variable and measures the strength and direction of a linear relationship between them. A positive linear correlation shows that there is a direct relationship between the variables, that is, an increase (or decrease) in the value of one variable will result in a corresponding increase (or decrease) in value of the other variable (Wegner, 2012:310). A negative linear correlation, on the other hand, shows that an increase (or decrease) in the value of one variable will also result in a decrease (or increase) in the value of the other variable. There is therefore an indirect or inverse relationship between the variables (Wegner, 2012:310).
Thus, according to Wegner (2012:311):
“r= +1 indicates a perfect positive linear correlation
r=0 indicates no linear correlation
r= -1 indicates a perfect negative linear correlation “
All of the significant correlations between variables have been highlighted in Table 5.30 and the findings are interpreted below.
5.9.1 Perceived Brand Quality
There is a moderate positive correlation between Perceived Brand Quality and Brand Loyalty (r 0.510, p<0.05). There are also weak positive linear relationships between Perceived Brand Quality and each of these brand equity variables (Brand Awareness [0.411, p<0.05], Brand Image [0.500, p<0.05] and Overall Brand Equity [0.373, p<0.05]) and brand equity attitudes (Lifestyle and Self Presentation, Self-Expression, Social Presentation, Affective Attitude and Purchase Intention. The table also indicates that the correlations are all significant at the 5% level of significance.
5.9.2 Brand Loyalty
There are moderate positive linear relationships between Brand Loyalty and each of the following brand equity variables: Perceived Brand Quality [0.510, p<0.05], Brand Awareness [0.481, p<0.05], Brand Image [0.500, p<0.05] and Overall Brand Equity [0.596, p<0.05]. There are also weak positive linear relationships between Brand
93 Loyalty brand equity attitudes (Need for Uniqueness [0.118, p<0.05], Lifestyle and Self Presentation [0.168, p<0.05], Self-Expression [0.299, p<0.05], Social Presentation [0.334, p<0.05], Affective Attitude [0.265, p<0.05]). However there is a moderate positive linear relationship between Brand Loyalty and Purchase Intention (0.506, p<0.05). The table also indicates that all these correlations are significant at the 5%
level of significance.
5.9.3 Brand Awareness
There is a weak to moderate positive correlation between Brand Awareness and each of the following brand equity variables: Brand Loyalty (r 0510, p<0.05), Brand Image (r 0510, p<0.05) and Overall Brand Equity (r 0510, p<0.05). There are also weak positive linear relationships between Perceived Brand quality and each of these brand equity attitudes: Lifestyle and Self Presentation (r 0510, p<0.05), Self-Expression (r 0510, p<0.05), Social Presentation (r 0510, p<0.05) and Affective Attitude (r 0510, p<0.05).
However there is also a moderate positive linear relationship between Brand Loyalty and Purchase Intention. The table indicates that all these correlations are significant at the 5% level of significance.
5.9.4 Brand Image
There is a moderate positive correlation between Brand Image and both Brand Loyalty(r 0500, p<0.05) and Overall Brand Equity (r 0540, p<0.05). There is also a weak positive linear relationship between Brand Image and Brand Awareness (r 0.318, p<0.05). There are also weak positive linear relationships between Brand Image and each of these brand equity attitudes (Lifestyle and Self Presentation [0.281, p<0.05], Self-Expression [0.292, p<0.05], Social Presentation [0.352, p<0.05], Affective Attitude [0.208, p<0.05] and Purchase Intention [0.298, p<0.05]). The table also indicates that these correlations are all significant at the 5% level of significance.
5.9.5 Overall Brand Equity
There is a moderate positive correlation between Overall Brand Equity and Brand Loyalty (r 0.596, p<0.05) and Brand Image (r 0.540, p<0.05). There are also weak positive linear relationships between Overall Brand Equity and each of these brand equity variables (Perceived Brand Quality [0.373, p<0.05] and Brand Awareness [0.426, p<0.05]) and brand equity attitudes (Lifestyle and Self Presentation [0.273, p<0.05],
94 Self-Expression [0.274, p<0.05], Social Presentation [0.309, p<0.05], Affective Attitude [0.238, p<0.05]. However there is a weak to moderate positive linear relationship between Overall Brand Equity and Purchase Intention (r 0.510, p<0.05). The table also indicates that all these correlations are significant at the 5% level of significance.
Therefore all the null hypotheses were rejected and the alternate hypotheses retained as there are positive linear interrelationships between all the brand equity variable and attitudes that were identified.