An exploration study to find important factors influencing on brand identification

Abstract

Building a famous brand often makes it possible to have sustainable growth in competitive market. A good brand name plays an important role on increasing word of mouth advertisement, the number of loyal customers and repurchase habits. However, in order to build a good brand, we need to create sustainable brand identification and to do this we need to determine influential factors. This paper presents an empirical investigation to find important factors influencing brand identification. The proposed study designs a questionnaire in Likert scale consists of 23 questions, distributes it among 400 people who purchase regularly from hyperstar and collects 400 filled ones. Cronbach alpha is calculated as 0.735. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.784 and 2300.022, respectively. Based on the results of our survey, we have derived five factors including sense of brand, brand community, trust to brand, value of brand and personality of brand.

Keywords

• Brand identification
• Factor analysis
• Brand image