Abstract

This study checks the impact of sports sponsorship on brand image and brand equity in Pakistan.
The study analyzes the relationship of sports sponsorship with brand equity and brand image.
Sports sponsorship is independent variable and brand equity and brand image both are dependent
variables. Corporate managers often invest in sponsorship as a means of associating a firm, its
name or its brands, with a particular sport or event. The strength of that relationship should
therefore be a measure of sponsorship success. In this study, data is collected from bank
employees of Pakistan through questionnaire

Key words: sports sponsorship, brand image, brand equity

Introduction
Background of study
A Customer has been an intensively discussed subject for every business
from the decades ultimately it is the only thing which cause a survival for
every business, In the past, marketing of products and services was very
simple. The world included low population with limited goods and products.
After years of growing population and flourishing market and economy,
markets were also booming as more dissimilar and striking products and
goods were represented with a higher measure in the market. Numerous
factories were built with a range of products due to new job occurred. This
time when competition occurred between companies in effort to attract more
customers for buying goods and services. Thus, the developments of the
field of marketing science were provided by providing customer satisfaction
and achieving companies' profit, so it was important for every business to be
there in the mind of their customers for the sake of this memory they moves
towards the concept of marketing. Marketing helps a business to recall them
in their customers mind to show their presence for them. Marketing itself
becomes a broad concept and advertisement is one of its tool further

advertisement have different lines and sponsorship is one of them. The trend
of sponsorship starts in the late 19s from the start it was not considered as a
effective tool of marketing but with the passage of time it becomes an
important way to link sponsorship specially with sports, so in Pakistan their
isnt as such trend of sponsorship in sports thats the reason there is not too
much study in this field in Pakistan. There is study found in the industries
which considered the use of sports sponsorship for the brand recall but in the
financial sector there is not enough study in Pakistan. There is a gap found in
the sports sponsorship in the banking sector of Pakistan, so continued this
topic to further elaborate this sector in Pakistan.
I am working on the topic Impact of sport sponsorship on corporate
brand equity in banking sector of Pakistan. I will discuss the factors that
affect corporate brand equity in banking sector which are sports sponsorship
and brand image. Least study has been conducted in Pakistan on this topic
so I will discuss that do they offer sponsorships and if they do how they do.
It has been indicated by several researchers that corporate sponsorship of
sport promotes and increases corporate image (T.POPE & GALE, 2011). To
improve the power of image in cases of event sponsorship, it seems
reasonable

that

the

marketing

manager

may

wish

to

modify

the

communication about the product earlier to the occasion, to be more similar

(on either a functional or image basis) with the image of the occasion
(E.winner & Ton, 2012). Sponsorship is the key of the communication mix
with

the

largest

development

in

comparison

with

the

rest

of

the

communication tools. This is clear from the increase of amounts being tired
on worldwide sponsorship from 1980 until today (Zoe, Anastasios, 2014).
Corporate sponsorship may be used for the achievement of an array of
marketing objectives counting a boost in (or positive view of) the following:
brand awareness, brand image, brand attitude and product sales (Dees, Hall,
Tsuji, & Bennett, 2012).
Brand image refers to the set of relations connected to the brand that
consumers grasp in remembrance (Beeks, & Roy, 2014). Brand image relies

upon linkages a consumer holds in his/her memory arrangement concerning

the brand (E.winner & Ton, 2010).
Sport sponsorship is the most influential communication source and
considered the most important in the sponsorship literature amongst sponsor
markets because sponsoring in sports give companies the opportunity of
growing their disclosure and fans goodwill towards their team will change to
positive attitudes and purchase intentions towards the sponsoring brand
(Hameed, 2013).
Till the start of 90s, according to managers, media coverage is the most
important job of companies involved in sport sponsoring. This resulted in the
loss of real value of exposure, primarily because the effect of media
coverage on consumers attitudes or behaviors towards a certain brand is
very weak, if measurable at all. Sponsorship goals are most aware towards
consumer wellbeing. Managers privileged issues of media exposure for ten
years only but now according to them sponsor understanding and image
transfer from the sponsored event to the sponsor are the main reasons for
connecting in sport (Grohs, Wagner, & Vsetecka, 2014).
Over the past three decades, Corporate sports sponsorship has
practiced considerable growth in practice and academic interest. The
relevance and significance of impact on corporate environment are clearly
evident with annually increasing sponsorship expenditures. Over the last two
decades annual expenditures have increased from US$450m to US$17.08bn
in North America on arts, sports, entertainment and other cause related
events. Worldwide sponsorship expenditures have increased from US$33.7bn
in 2006 to nearly US$46bn in 2010. This swift raise in the improvement of
sponsorship as an recognized marketing communications tool is principally
due to its ability to successfully attain marketing objectives (e.g. increased
sales) by the configuration of corporate brand understanding, image and
equity (Hutchinson & Bouchet, 2010). Companies spend a large amount of
money

on

advertising;

in

particular

they

tend

product/brand during sports event (Hameed, 2013).

to

advertise

their

Main purpose of the sponsorship is to capture or target the huge

consumers and the other one is to enhance the image of the corporation
through different modes and ways of advertising, promotion and media
exposure. Sports sponsorship is very effective tool to associate brand with
the sports in creating the strong feelings about the brand in the heart of
consumers (Jhontel, 2012).
Scope of study
It is clear from the recent research that worldwide costs on
sponsorship have reached $44 billion in 2012. Sponsorship now encompass
25.4% percent of organizations overall advertising and promotion expenses,
whereas sponsorship of sports section has reached the largest sponsorship
category in terms of dollar and reached $11.28 billion in 2013. Sponsor
organizations use famous sport athletes as spokespersons in this highly
competitive industry for marketing communication strategies to positively
impact consumers attitudes and to increase sales of products or services.
Objectives of study
My research will enable banks to start new department of sponsorship if I
could give better results. This will enable the banks to involve is sponsorship
activities for their fame thus increase in profits. Therefore the purpose of my
study is to examine Impact of sport sponsorship on corporate brand equity in
banking sector of Pakistan.

Purpose Statement
The purpose of this survey study is to test the theory of Impact of sport
sponsorship on corporate brand equity in banking sector of Pakistan that
relates the sports sponsorship to corporate brand equity controlling for brand
image for participants at the research site. Significance of Research
My study will help the managers of banks in development of
sponsorship departments as least work is done on sponsorship in Pakistan so
it will help them to take part in these events and to deal with them. With my

research study they would be able to understand exactly what sponsorship

can contribute in their banking activities. Managers can earn lot of customers
by taking part in these activities because these enhance the brand image. As
market is getting more competitive day by day and business economy is
increasing so this research study will help to understand this system and to
work on sponsorship. This study will also help policy makers in making their
policies for banking activities and will allow them to include sports
sponsorship in their marketing programs if the results come significant. If the
research will give significant results it will help banks in development of
sponsorship departments.
So this study is very important because we need it for development of
banks.
1. This study contributes to the ongoing discussion on factors that affect the
corporate brand equity and brand imager.
2. In the same time, the study also attempts to add to the existing literature
in several ways.
3. This study will provide a summary of statistics about the banks .
4. The study uses regression analysis to determine the factors affecting the
profitability of Islamic banks this analysis provide help to Islamic banks.
5. The study will provide a guide line to future researchers regarding
sponsorship, brand image and brand equity.
6. My research is going to benefit the management of bank because it
identifies the factors that affect the brand image and brand equity.

Research Question
What is Impact of sport sponsorship on corporate brand equity in banking
sector of Pakistan?

Theoretical framework:
Brand
image
Sports
sponsorship

Brand
equity

Hypothesis
Hypothesis 1:
H1: There is relationship between Sports Sponsorship and Brand Image
H0: There is no relationship between Sports Sponsorship and Brand Image
Hypothesis 2:
H1: There is relationship between Brand Image and Corporate Brand Equity
H0: There is no relationship between Brand Image and Corporate Brand
Equity

Research Objectives
To examine the relationship between Sports Sponsorship and Corporate
Brand Equity
To increase corporate sector contribution in the Sponsorship Programs for
profitability in the future
Research gap and justification.
It is expected to study the Impact of sport sponsorship on corporate
brand building in banking sector of Pakistan which has still a space in writing
to be filled. As sports sponsorship is discussed in above studies with different
variables and its effect in different ways on creating a brand image, and also
discussed with corporate brand building and there is still a gap in the study
of sports sponsorship with corporate brand building, especially in financial
sector of Pakistan there is a gap found with effect of these factors, I will
discuss in this study the factors that affect corporate brand building in
banking sector which are sports sponsorship and brand image. Least study
has been conducted in Pakistan, so this study will contribute in writing and

functional policies of sports sponsorship in banking sector of Pakistan that

will be useful to deal with the information take after among the marketing
mangers. All around constrained studies are directed to focus sports
sponsorship as for corporate brand building approach. So all around
developing phenomena of sports sponsorship from a decade ago can
possibly investigate and limited literature requests a far reaching study that I
propose to attempt.

Literature Review
It has been recognized by the business class that the contribution of
marketing planning in the financial growth plays vital role. The sport section
has now realized the importance of strategic marketing planning as well. it
has been argued by many sport analysts that without the enhancement of
strategic marketing planning activities, sport will not rise to the competitive
environment of the entertainment world (Kriemadis & Terzoudis, 2011). The
glamour of sports, the progress from amateurism to sport professionalism
and the depth of competition from the broad entertainment industry, as now
a days people have varieties of amusement and recreation, all these have
increased the need of marketing planning techniques in sport organizations
so that they can respond effectively to the new competitive environment
(Kriemadis & Terzoudis, 2011). Nowadays the sponsorship received by the
different industries and companies consider it as their vital device for their
promotion. In fact, one of the most important element that leads to link
sporting events and the economy financial sport as a method of advertising
for companies' supporter (Seyed Ameri & Bashiri, 2010). Till the start of 90s,
according to managers, media coverage is the most important job of
companies involved in sport sponsoring. This resulted in the loss of real value
of exposure, primarily because the effect of media coverage on consumers
attitudes or behaviors towards a certain brand is very weak, if measurable at
all. Sponsorship goals are most aware towards consumer wellbeing.

Managers privileged issues of media exposure for ten years only but now
according to them sponsor understanding and image transfer from the
sponsored event to the sponsor are the main reasons for connecting in sport
(Grohs, Wagner, & Vsetecka, 2014). Sponsorship is the key of the
communication mix with the largest development in comparison with the rest
of the communication tools. This is clear from the increase of amounts being
tired on worldwide sponsorship from 1980 until today (Zoe, Anastasios,
Ioannis, & Anastasia, 2010).Global perspective
It is clear from the recent research that worldwide costs on sponsorship
have reached $44 billion in 2012. Sponsorship now encompass 25.4%
percent of organizations overall advertising and promotion expenses,
whereas sponsorship of sports section has reached the largest sponsorship
category in terms of dollar and reached $11.28 billion in 2013. Sponsor
organizations use famous sport athletes as spokespersons in this highly
competitive industry for marketing communication strategies to positively
impact consumers attitudes and to increase sales of products or services
(Sassenberg & Verreynne 2014).

Spending on sports sponsorship

Over the past three decades, Corporate sports sponsorship has practiced
considerable growth in practice and academic interest. The relevance and
significance of impact on corporate environment are clearly evident with
annually increasing sponsorship expenditures. Over the last two decades
annual expenditures have increased from US$450m to US$17.08bn in North
America on arts, sports, entertainment and other cause related events.
Worldwide sponsorship expenditures have increased from US$33.7bn in 2006
to nearly US$46bn in 2010. This swift raise in the improvement of
sponsorship as an recognized marketing communications tool is principally
due to its ability to successfully attain marketing objectives (e.g. increased
sales) by the configuration of corporate brand understanding, image and

equity (Hutchinson & Bouchet, 2010). Companies spend a large amount of

money

on

advertising;

in

particular

they

tend

to

advertise

their

product/brand during sports event (Hameed, n.d 2013). Unmeasured media

is the class for much other promotional expenditure of firms and nonprofits
outside the major media such as television, radio, print, and outdoor
advertising (e.g., billboards, transit cards). Moreover, sponsorship spending
(estimated to reach $28 billion worldwide in 2003; IEG 2010) for some firms
is now the tail that wags the dog, with more and more advertising
(measured media) being thematically tied to sponsorship investments
(Cornwell, Weeks, & Roy, 2011).
Marketing Evolution:
In the past, sales and marketing of products and services was very
simple. The world included low population with limited goods and products.
After years of growing population and flourishing market and economy,
markets were also booming as more dissimilar and striking products and
goods were represented with a higher measure in the market. Numerous
factories were built with a range of products due to new job occurred. This
time when competition occurred between companies in effort to attract more
customers for buying goods and services. Thus, the developments of the
field of marketing science were provided by providing customer satisfaction
and achieving companies' profit (S.Amkri, 2010). In the past decade, the rate
of growth in sponsorship has outpaced that of investment in any other form
of marketing communication or promotion vehicle. In 1987, sponsorship
expenses in the US amounted to $1.35 billion, but by 2013 it was expected
to rise to over $10.5 billion. Worldwide sponsorship investment now exceeds
$26 billion (IEG, 2012). Over two-thirds of this sponsorship is invested in
sports (CROMPTON, 2014).
4 Ps

Elements of the marketing mix are often referred to as the "Four 'P's", a
saying used since the 1960's. Product is a touchable good or an intangible
service that is mass produced on a large scale with a definite level of units.
Intangible products are service based like the tourism industry & the hotel
industry or codes-based products like cell phone load and credits. Typical
examples of a mass produced tangible object are the motor car and the
throwaway razor. A less apparent but pervasive mass produced service is a
computer operating system. Packaging also needs to be taken into thought.
Every product is subject to a life-cycle counting a growth stage followed by an
ultimate era of turn down as the product approaches market saturation. To keep
its competitiveness in the market, product differentiation is obligatory and is
one of the strategies to differentiate a product from its competitors (K.I.Peir,
2011). Price is what the amount a customer pays for the product. If other
stores have the same product then the business may increase or decrease
the price of product

(K.I.Peir, 2011). Place represents the location where a

product can be purchased. It is frequently referred to as the delivery channel.

It can include any physical store as well as virtual stores on the Internet.
Promotion represents all of the communications that a marketer may use in
the market. Promotion has four differen essentials: advertising, public relations,
personal selling and sales promotion. A certain amount of intersect occurs when
promotion uses the four principal elements together, which is regular in film
promotion. Advertising covers any communication that is paid for, from
cinema commercials, radio and Internet adverts through print media and
billboards. Public relations are where the communication is not straightly
paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any actual
casual communication about the product by common persons, satisfied
customers or people particularly engaged to make word of mouth
momentum. Sales staff often plays an important role in word of mouth and
Public Relations (www.forexpk.com)
Advertising

In sport competitions and events the role of effective advertising is very

important for introducing sport goods and products (Seyed Ameri & Bashiri,
2010). Sponsorship involves a fee paid in advance for future probable
communication values , advertising offers a more inevitable and more
controlled

communication.

Furthermore,

whereas

sponsorship

requires

leveraging (promotional spending in addition to the sponsorship fee) to

obtain the greatest value, advertising is often sponsorships most valuable
leverage (Cornwell, Weeks, & Roy, 2015). Sponsorship (sports or otherwise)
is basically different from traditional communication advertising, because it
attempts to convince consumers indirectly rather than directly, as is the case
with advertising (Kelly & Whiteman, 2010). Sponsorship differs from
advertising as a communication tool. Though both tools are used for the
attainment of promotional objectives, both medium and creative messages
are not tightly controlled by the sponsor in sponsorship (Zoe, Anastasios,
Ioannis, & Anastasia, 2015). It is generally thought by consumers that
advertising is a selfish activity and they believe that the advertising
company of brand cannot increase their interest to the company and brand
(Saeed & Bashir, 2015 ).
Sports
Many private factories and companies are attracted to the phenomenon of
sport sponsorship in sport. The use of sponsorship of private enterprises and
factories is one way to provide adequate backing to execute sport activities,
particularly championship activities (fulka & Balkon, 2010).
Sports industry
Today, sport is one of the big and major industries in the world and
people are busy in many occupations around the world. Due to renowned
companies and factories attempted investment in sport and in this way to
pay marketing (Seyed Ameri & Bashiri, 2010).
Sports Sponsorship

Today sponsorship becomes an essential tool for the marketing strategies

and targeting the consumers. Sponsorship has a share of 67% in making
marketing strategies. Sponsorship has become an effective and necessary
tool for the marketer in capturing the maximum market share and targeting
the huge market (Hences, 2013). Main purpose of the sponsorship is to
capture or target the huge consumers and the other one is to enhance the
image of the corporation through different modes and ways of advertising,
promotion and media exposure. Sports sponsorship is very effective tool to
associate brand with the sports in creating the strong feelings about the
brand in the heart of consumers (Jhontel, 2012).

Sponsorship shows the

passion, excitement, spirit, emotions, feelings and excellence when the

brand values associate with the values of sport. From this we identify the
overall analysis and determine from sponsors their impact on brand image
and corporate equity. Sponsorship shows the alliance and relationship of the
organization with the sports event. Sponsorship is defined as a form to
promote the brand associated with the concept of sports, entertainment,
culture and society. It is one of the tools of the company's communication
(Lora, 2013). Due to rapidly increase in media exposure companies try to
target the huge consumers in short period of time. For this purpose
companies adopted the sponsorship to capture the huge consumers,
communicating the brand information and image, inform the consumers
about the company and its offerings and building the long term relationship
with the consumers (Simmons & L.Becker-Olsen, 2014). In sponsorship the
main purpose of the marketer is to increase the awareness of his brand
which leads to enhance the overall brand image and equity of the
corporation (Smith 2014). Every sponsor wants to get the maximum benefit
from the investment that he made in sponsorship and ensures that it will
gives

him

benefits

more

than

other

investment

(Huda,

Fan

2013).Sponsorship works better than promotional activities and it creates a

strong perception in the minds of people because of its affiliation with the
offering. People remember that sponsor when he thinks about the offering.

Sponsorship works for the both promotional tool as well as building the
association

in

the

minds

of

consumers

(Rifon,

Choi,

&

Li,

2015).

Sponsorship awareness, corporate image and purchase intention need to be

measured in the context of sponsorship influence. Egyptian companies want
to support sports events but there is only one study that tackled how these
activities affect target markets and how to measure the sports sponsorship
effectiveness (Ibrahim, 2015). Sponsorship is the key of the communication
mix with the largest development in comparison with the rest of the
communication tools. This is clear from the increase of amounts being tired
on worldwide sponsorship from 1980 until today (Zoe, Ioannis, 2014).
Corporate sponsorships in sports, arts, causes, and cultural events have
established increased attention from brand managers and academics in
latest decades (Chien & Stokes, 2015). Corporate sponsorship of sports,
events, the arts, and charities is a main constituent of communications
expenditure (Clark, Cornwell, & Pruitt, 2012). Sponsorship of sports, arts, and
causes has become a conventional marketing communications device
(Cornwell, Weeks, & Roy, 2013).

Sponsorship has been defined as a

cash and/or in-kind fee paid to a property (typically a sports, entertainment,

non-profit event or organization) in return for access to the vulnerable
business prospective related with that property (IEG 2011). Corporate
sponsorship may be used for the achievement of an array of marketing
objectives counting a boost in (or positive view of) the following: brand
awareness, brand image, brand attitude and product sales (Dees, Hall, Tsuji,
& Bennett, 2010). For companies which struggle to assist word-of-mouth
advertising, reach target consumers psycho graphically, enlarge their
business globally and create consumer purchase intentions sponsorship is a
valuable marketing tool for them

(Dees, Hall, Tsuji, & Bennett, 2010).

Traditional mass communication media is becoming less useful due to

message clutter; organizations are probing for marketing communication
tools that will help in differentiating them from their competitors. Marketers
have long recognized the benefits of incorporating sponsorship a marketing

communication tool (MC), with estimates of US$28 global being spent each
year. This number represents 8 per cent of global advertising spend (Kelly &
Whiteman, 2012).

Sponsorship acts as a multidimensional

communication tool used to attain a range of objectives. The sponsorship

expansion can be credited to factors such as: concerns about customary
media usefulness, progressively more disjointed markets, government
limitations on advertising stigmatized products, summary government
support to the arts, increased events fame and commercialism, globalization
of brands and affiliated marketing trends (Grites & lon, 2014). Exchange
relationships

between

sport

organizers,

corporations,

and

other

intermediaries are represented by sports sponsorship (Frisby, & McCarville,

2011). Sports sponsorship progressively more provides organizations with
the chance to reach their aimed audiences in a way that facilitates
commitment and encourages relationship expansion. Organizations carry on
to use their marketing dollars on sports sponsorship agreements with partial
thought

of

sponsorships

worth

as

an

incorporated

marketing

communications tool (Kelly & Whiteman, 2010). Sports sponsorship can be

defined as a kind of sponsorship where the sponsor exchanges money or
products exactly to associate its name, brand or product with a sporting
occasion, sporting team or player (Kelly & Whiteman, 2010). Sport
sponsorship is an international language and is preferable by companies in
todays world. Particularly in the popular sports which have world public
audience, so that sport sponsorship act as a exclusive and rising factor to
offer a complete message and advertising by sports sponsors are very
attractive and reaches the customer in more slowly environment (yed & shiri,
2014).
Brand image
The images associated to brands constitutes a powerful tools for
organizations, as they have the potential to create and destroy prosperity,
enhance reputation and status, and attract and retain investors and

consumers. Brand image theories have been applied to a vast collection of

areas, as brands have extended themselves from the traditional perspective
of products and services, to include entities such as humans, emotions,
places, and most recently, countries. According to Cornelissen and Thorpe
(2012) "an image is the immediate set of meanings inferred by a subject in
argument or response to one or more signals from or about an institution. It
is the net result of the interaction of a subject's beliefs, ideas, feelings, and
impressions about an institution at a single point in time". Brand image
refers to the set of relations connected to the brand that consumers grasp in
remembrance (Cornwell, Weeks, & Roy, 2015). Image enrichment or positive
thoughts change towards a product or company is a phase closer to the
preferred sales result than awareness (CROMPTON, 2013). Brand image
relies upon linkages a consumer holds in their memory arrangement
concerning the brand (Gwinner & Eaton, 2014). Brand is very much involved
in the process of developing of brand equity, which includes its awareness
and attributes. The image of the brand depicts consumers knowledge and
belief about brands various merchandise and its attributes.To build the
relationship between brand and consumers the organizations must have to
communicate brand character and defines the benefits for the consumers in
the form of offering, feelings, emotions and association (Lin & thud, 2015) .
Brand image, therefore, is how the brand is understood. This is in contrast to
brand identity. Brand identity has been defined as the internally envisaged
aspirations

communicated

to

the

target

audience

(Pich,

2014).

De

Chernatony (2015) argues that there is a need to understand the way

customers perceive the brand, since their perceptions may be different from
the intended projections. Therefore, understanding the external associations
and perceptions will not only generate deeper insight into a brand but also
highlight whether the understood external image is coherent with the aspired
internal identity. The concept of brand image has been defined as a set of
perceptions about a brand reflected by brand associations in the mind of the
consumer (Morgan, 2012).

(Einstein 2013; Chen 2015) appear consistent

with this definition and propose that brand image is the consumers mental
picture of the offering. The concept of brand image, therefore, focuses on
the associations and perceptions ascribed to a brand from an external
perspective, which is often outside the control of the brands creators. The
most important reasoning behind this is that when the same information is
presented through different cognitive contexts, the novelty and variation in
the presentation may imply that consumers pay more attention and may
lead to more and renewed interest to the brand image presented (Edell,
2014). Corporate image is therefore entirety of idea, as divergent to
awareness of an individual appearance of the corporations character, such
as advertisements, promotions or sponsorships (POPE & VOGES, 2006). As
the image associated with the name of an organization (Gatewood, 2009) A
common transmit of relations from the sponsored event to the sponsor takes
place for all sponsors, in spite of industry type (Grohs, Wagner, & Vsetecka,
2014). Image transmition in sports sponsorships is defined as the transfer of
relations credited to the sponsored action to the sponsoring brand. In other
words, the image of the event should rub off on the sponsors.

(Grohs,

Wagner, & Vsetecka, 2014). Non consumer results of sponsorship can vary
from the concern of probable investors to esprit de corps, consumer-focused
sponsorships normally hunt for developing some element of awareness,
attitude, image, or behavioral purpose to purchase products, use services ,
or give aid, Brand image refers to the set of relations connected to the brand
that consumers grasp in remembrance (Weeks & Rols, 2015).

Image

enrichment or positive thoughts change towards a product or company is a

phase closer to the preferred sales result than awareness (Crom, 2014).
Brand image relies upon linkages a consumer holds in his/her memory
arrangement concerning the brand," a successful brand image enables
consumers to identify the needs that the brand satisfies and to differentiate
the brand from its competitors, and consequently increases the likelihood
that consumers will purchase the brand" (tinner & aton 2013). A company or
its product/services which constantly holds a favorable image by the public,

would definitely gain a better position in the market, sustainable competitive

advantage, and increase market share or performance. In addition, several
empirical findings have confirmed that a favorable image will lead to loyalty
(Hsieh, 2014). Nolds (2013) noted that "an image is the mental construct
developed by the consumer on the basis of a few selected impressions
among the flood of the total impressions; it comes into being through a
creative process in which these selected impressions are elaborated,
embellished, and ordered". It has been measured based on attributes brand
benefits and values or using Malhotra's brand image scale, Measuring image
based on the above definition would help marketers to identify the strengths
and weaknesses of their brand as well as consumers' perceptions toward
their product or services (Hsieh , 2014). Conceptualization of brand image, it
is considered a perception about a brand as reflected by the brand
associations held in consumers memory. He suggested that

"brand

associations comprise of brand attributes, brand benefits, and overall brand

attitudes, attributes are descriptive features that characterize da product or
service what a consumer thought, the product or service is or has and what
is involved with its purchase or consumption. Attributes can be classified into
product -related attributes and non product related attributes. Product
related attributes refer to the ingredients necessary for performing the
product or service function sought by consumers while non product related
attributes refer to the external aspects of the product or services that relate
to its purchase or consumption. As for benefits, these are considered the
personal value consumers attach to the product or service attributes that is,
what consumers think the product or service can do for them. Meller (2012)
described that this image benefits can be classified into functional,
experiential and symbolic benefits, which was

originally derived from the

work. Here, the functional benefits are related to the intrinsic advantages of
product or services consumption and usually correspond to the product
related attributes. For example, experiential benefits refer to what it felt like
to use the product or services and usually correspond to the product related

attributes, while symbolic benefits were associated with the underlying

needs for social approval or personal expression and outer-directed self
-esteem and basically corresponded to non -product related attributes.
Definition of brand attitudes which was consumers' overall evaluations of a
brand ,Overall, image can generate value in terms of helping customer to
processinformation, differentiating the brand, generating reasons to buy,
give positive feelings, and providing a basis for extensions (Aaker, 2013).
Creating and maintaining image of the brand is an important part of a firm's
marketing program and branding strategy. Therefore, it is very important to
understand the development of image formation and its consequences such
as satisfaction and loyalty. (Ruth & leen, 2014). Davies, Chun, Da Silva and
Roper (2013) indicated that anything can be a brand, such as a company,
corporate or name. Brand image is a perception about a brand held
consumer

memory.

Corporate

brands

are

intangible

assets

in
for

companies that are difficult to imitate, and it is different from products

brands as emphasizing the important of brand values. when consumers
purchase products from a company, they not only buy products but also
receive a set of values form the company. Corporate brands are a sum of
values

representing

the

image

is

help companies to

not

only

corporate,

and

positive

increase

corporate

competition

brand

but also

encourage consumers to re-purchases. Claycomb, (2011) explore that

Consumers more favorable the image has higher perceived in quality,
value,

satisfaction

and loyalty. Brand image is the current view of the

customers about a brand. The impressions consumers have of a company

extend well beyond the product or service the firm provides. According to
Peter & samantha (2015) brand image is a mental image that reflects the
way a brand is perceived, including all the identifying elements, the product
or company personality, and the emotions and associations evoked in the
consumers mind. It can be defined as a unique bundle of associations within
the minds of target customers. De Chernony (2011) defines brand image as
perceptions about a brand as reflected by the brand associations held in

consumer memory. It is a set of beliefs held about a specific brand. In short,

it is nothing but the consumers perception about the product. It is the
manner in which a specific brand is positioned in the market. Brand image
conveys emotional value and not just a mental image. Brand image is a
composite of perceived quality and esteem dimensions. In other words,
brand image is a perception of a brand held in customer memory and
reflecting a customers overall impression. A positive brand image can be
considered as a crucial ability of a corporation to hold its market position. A
brand image of a bank is not absolute; it is relative to brand images of
competing banks. The customers often form a brand image of a bank from
their own banking experience. Furthermore, bank brand image possesses a
strategic function. Through strategic marketing activities, the brand image of
a bank can be used to help it improve its competitive position. Thus, a
favorable bank brand image helps strengthen the intentions customers have
for selecting a bank. (Johnson & Andreessen, 2014).
Corporate brand equity
The concept of brand equity appeared in the 1980s and for that
time

was

one

of

the

most popular and important marketing concept

(Keller, 2008). Through the years, various research studies

on

the

field

identified that the base purpose of many sponsors is to enhance

brand, corporate image and to increase brand awareness (Cornwell,
2009). In recent time, building and
necessary

in

order

to

achieve

maintaining
comparative

companys

brand

advantage against

is
the

competitors and obtain efficient long term performance. Brand equity

refers to the idea that the firm, its trade and products value is increased
when it is identified with the elements that define the brand (Erem, 2009).
Added to this Shanklin and Kuzma, (2010) points out that brand equity
signifies

the

unique

marketing effects imposed on the brand. Thus

concerning the positive side of brand equity, it happens when consumers are

willing to pay more for the same level of quality just because of the
attractiveness of the name attached to the product .However; brand equity
could be ruined if it is not properly managed. For instance, poor product
quality and customer services could adversely affect the brand image,
giving rise to a reduction in sales volume (Bello & gellet, 2008). Holbrook,
(2011) discussed one of the quintessential examples regarding brand as
a kind of equity
property,

his

and the imposition of laws to protect intellectual

study

provide

more elaborate argument that In countries

with well-established legal system, the values of brands have been

recognized to both the consumers and producers. In order to combat piracy,
many countries

have

set

up

laws

to

protect

trademarks,

patents,

designs as well as copyright. In addition, brand is also a tradable product

with measurable financial value. Murphy (2006) in separate study noted that
it is not uncommon to find some familiar brands listed on the stock markets
in which they could be bought or sold. During the years, several different
definitions

of

brand

equity

Therefore,

in

order

to

explanation

of

have

achieve

been
the

introduced

knowledge

of

in

the literature.

the

term,

the

the concept and its elements is provided. The American

Marketing Association defines brand as a name, term, design, symbol, or

any other feature that identifies one sellers good or service as distinct from
those of other sellers (Marketing Power, 2012). Therefore, it could be argued
that the brand plays an essential role in marketing as it separates identical
companies market offerings. Whereas, the term equity emerges from the
section of finance and in general links to ownership in any asset after all
debts associated with that asset are paid off (Investopedia, 2012). The
combination of both terms is defined as a set of brand assets and liabilities
linked to a brand, its name and symbol, that add to or subtract from the
value provided by a product or service to a firm and/or to the firms
customers (Aaker & lee, 2014). Even thought several useful and effective
perspectives of brand equity were proposed during the years, the customerbased brand equity (CBBE) model, presented by Keller, provides a unique

approach to the concept and the way it should be built, measured and
managed. The concept of brand equity from the consumers standpoint is
defined as the differential effect that brand knowledge has on

consumer

response to the marketing of that brand (Keller,2000). Hence, Bello

(2010) argues

that

the

definition

of

customer-based

brand

equity

consists of three main elements: differential effect, brand knowledge and

consumer response. The differential effect represents the distinction of the
brand, consequently, if no differences arise, then the brand can be
identified as a commodity or generic version of the market offering.
Furthermore, brand knowledge, which is created through the marketing
communication activities, builds the differential effect and resides in the
minds of consumers. The consumer response links to the consumers
behaviors that might occur (willingness to pay extra, repeat purchase)
and favorable associations with the brand. What is more, Aaker (1991)
introduced a model where he underlined five sections of assets as being the
ground of brand equity (see Figure 5). According to the Aakers model, brand
awareness generally refers to the ability of a customer to recognize that the
brand belongs to a certain product category. The appearance of the element
depends on the expansion of brand recognition and recall. Moreover,
brand awareness not only informs the consumer about the brands presence,
but also communicates the particular characteristics of its market offering in
memorable

manner

(Aker,

2014)Perceived

quality

is

the

customers

perception of the market offerings quality in relation to alternatives and

with respect to the purpose of the product. The last element of the brand
equity is brand loyalty, which is often called the most important one as the
core goal of the company is to have constant customers. The brand loyalty
reflects the attachment of the customer to a brand. Furthermore, it shows
the possibility of the consumer to switch the brand due to a certain
changes (in price, product features) of that brand (2013). Sport sponsorship
is the most influential communication source and considered the most
important in the sponsorship literature amongst sponsor markets because

sponsoring in sports give companies the opportunity of growing their

disclosure and fans goodwill towards their team will change to positive
attitudes and purchase intentions towards the sponsoring brand (Hameed,
2012).
Sports sponsorship vs. Brand image
It has been indicated by several researchers that corporate sponsorship
of sport promotes and increases corporate image (Voges, 2011). Sports
sponsorship is used for carrying marketing and business objectives such as
improving a companys brand image and rising consumers aim to acquire a
companys product or service. (Pope, 2012). Sponsorship has been initiated
by managers to be helpful in differentiating the brand from competitors the
thought being that brand image is improved through sponsorships of
thrilling, image-defining actions, making the brand stand out from others.
From an associative network viewpoint, sponsorship is adding exclusive and
probably strong link to the brand in memory (Weeks & Roy, 2013). There are
many reasons for which firms enter into sponsorship measures, two of the
most common are: (1) to increase brand awareness, and (2) to establish,
strengthen, or change brand image. Brand relations can be prejudiced when
a brand becomes connected with a star through a support or linked with a
sporting event through sponsorship actions (Gwinner, 2012). To improve the
power of image in cases of event sponsorship, it seems reasonable that the
marketing manager may wish to modify the communication about the
product earlier to the occasion, to be more similar (on either a functional or
image basis) with the image of the occasion (Eaton, 2009).
Sports sponsorship vs. corporate brand equity
One of the key to achieve most wanted consumer contact through
sponsorship is to build a linkage, or connection, between a sponsor and the
sponsored possessions. Mere experience to a brand through such vehicles as

on-site signage may create awareness, but awareness alone may not confine
a exceptional position in consumers minds. A challenge faced by many
sponsors is that a large percentage of their target market may not
distinguish them as a sponsor of a exacting event (Cornwell, Weeks, & Roy,
2010). Endorser and brand leads to a diversity of positive outcomes for firms
including improved spokesperson expertise credibility, a more positive
attitude toward the ad, a more positive attitude toward the brand and higher
brand recall (shahid & arshad, 2011) Javalgi et al (1994) found that sponsorship can
enhance the sponsor's corporate image, but this
is not automatically. Research by Bennett (1999, p. 309) shows that "sponsorship is a powerful
device for communicating with audience at sporting events, and by suggestion therefore with
team supporters who watch matches at home on television. Sponsorship appears to be effective
not only for enhancing brand awareness and remind, but also for creating among supporters
perceptions of common use of sponsoring firms products Sponsorship appears to be efficacious
not only for enhancing brand vigilance and recall, but additionally for engendering among
adherents perceptions of widespread utilization of sponsoring firms' products". Madrigal (2000)
found that through sports sponsorship a company can link itself, or its product, to the dynamic
feelings a consumer has towards the sponsored team. Companies that are able to tap into a
consumer's psychological connectedness with a sports team prosperously becom more
meaningful than a mere product. Amis et al (1999) disagree that "a sponsorship agreement
should be considered as a resource which, if carefully managed, can be developed into a
distinguishing competence capable of producing a sustainable competitive advantage for a firm".
Companies get involved in sponsorship to increase brand awareness and to establish, strengthen
or change brand image (Gwinner & Eaton, 1999). Brand awareness and brand image are key
aspects of brand equity Keller (1993) incorporate them under brand knowledge within his
consumer brand knowledge model. Many of the marketing scholars referenced under believe that
strong brands help create high brand equity. Aaker (1996, p.78) defines brand equity as "a set of
assets and liabilities linked to a brand's name and symbols that adds to or subtracts from the
value provided by a product or service to a firm and/or that firm's customers. The major asset
categories are: brand name awareness, brand loyalty, perceived quality, and brand
associations."Brand awareness refers to the strength of a brand's presence in the consumer's

mind. It is measured in different ways (brand recognition, brand recall, 'top of mind' and leading
brand

DATA AND METHODOLOGY

RESEARCH PARADIGMS:
A paradigm is simply a belief system (or theory) that guides the way we do things, or more
formally establishes a set of practices. This can sort from thought patterns to action. There are
three major type of research paradigms first one is positivism which is base on experimental
testing and second one is post positivism is a view that we need context and that context free
experimental design is insufficient and third one is mix method which is merger of both
quantitive and qualitative research. The term paradigm is collection of beliefs shared by
scientists a set of agreements about how problems are to be understood. Different paradigms
contain a basic set of beliefs or assumptions that guide our inquiries. Three world wide
paradigms used in research are positivism, interpretivism, and pragmatism. Methodology refers
to how you go about finding out information and carrying out your research. It is your strategic
approach, rather than your techniques and data analysis (Wainright, 1997). And I select
positivism approach for my research.
Overview
This chapter will present a detailed discussion on the techniques and methods that are used to
accomplish the objectives of this research. The need of methodology is briefed in the light of
previous studies so that its importance can be realized. So in this regard, theoretically research
approaches and philosophies have been discussed in detail along with research methods and the
approach, philosophy and method that has been chosen for this research is also been given.
Every study has to deal with certain ethical issues which can influence the results of the study
and the issues related to current study are also summarized in this chapter. Furthermore, the
selected sample size and techniques employed in the study is also mentioned which further helps
the readers in gauging the methodology of the study. Data collection, one of the key points of the
study is also stated in this section along with the results that were drawn from the collected data
by applying statistical analysis like regression, correlation, descriptive statistics scatter plots and
frequency tables.
Aims and Objectives

Research Aim
The aim of this study is to measure the impact of intrinsic rewards and extrinsic rewards on
employee performance and examine the perception of employee at SIA-G about motivation.
Research Objectives
The major objectives of this study is,
1. To measure the impact of intrinsic rewards on employee motivation
2. To measure the impact of extrinsic rewards on employee motivation
3. To determine employee perception towards rewards and motivation
Methodology
The motive behind this research to conduct in quantitative measure is that researcher is trying
to verify the effectiveness of the motivational tools which are intrinsic and extrinsic rewards
in SIA-G which is a security providing company. So, for this particular purpose, author needs
to apply statistical methods or to use quantitative techniques so that we have quantitative
figures as proof. This approach is known as deductive approach. The impact of intrinsic and
extrinsic rewards is identified by examining them through variety of aspects and is briefed
accordingly in this research. Intrinsic and extrinsic rewards significantly impact the
individuals performance at workplace which is verified with the help of extensive literature
in previous chapter. With the intention that these rewards will impact the performance of
employees at SIA-G this study is aiming to entail the level of impact and nature of impact of
these rewards on employee performance. Another important factor in this regard is that SIAG also hire retired policeman or military people as the security guards. So, here an important
question arises that whether the people who served armed forces are going to be motivated
through these rewards or not? It was suggested by Hunt (2002) to study a single phenomenon
from various aspects in order to testify the concept and have accurate results. So, in this study
various factors that come under the category of intrinsic and extrinsic factors are discussed
and with the help of literature their effectiveness is studied to support the concept of this

study. This study is particularly conducted on SIA-G, a security services provider firm in UK,
that whether the employees over there are going to be motivated through such kind of tools
or not and whether their performance is going to be improved or not?
Ontology & Epistemology
There are seven different philosophical assumptions in research regarding all three paradigms
i-e Positivism, Interpretivism and realism. Most importantly, we are taking into consideration
two main assumptions which are Ontology and Epistemology. Ontology deals with the nature
of reality about the concept of knowledge whereas Epistemology deals with the connection
between the researcher and the subject or the topic that is going to be researched by
remaining objective or subjective in external environment (Cresswell & Clark, 2007). As the
positivist paradigm of research seems the most relevant paradigm for this research because
researcher aims to collect the data being objective, so particularly these two concepts i-e
Ontology and Epistemology are also studied in this paradigm.
Positivist Ontology & Epistemology
In the Positivism Approach, with regard to Ontology, there is a Singular reality existing apart
from researchers perception and cultural biases which can be called as Objectivism e.g
researchers reject or fail to reject hypothesis (Cresswell & Clark, 2007). And in Epistemology
researcher remains at Distance and impartial while collecting data e.g. researchers objectively
collect data on instruments (Cresswell & Clark, 2007). In this approach researcher also gain
acceptable knowledge by developing a sense in the form of objective and then collect the data
which is further analyzed by applying different statistical tools.
Overall approach
Inductive approach
Hussey and Hussey (1997:13) defined inductive research as a study in which theory is,
developed from the observation of empirical reality; thus general inferences are induced from
particular instances, which is the reverse of the deductive method since it involves moving from
individual observation to statements of general patterns or laws. Bryman & Bell (2003)
explained the induction process in which a relationship between meanings and actions of human
subjects are used to be observed and investigated. In this approach, researcher does not create
prior assumptions but seeks deep understanding about the internal logic and purposive nature of
human actions. The researcher is taking assumption that intrinsic rewards and extrinsic rewards

will impact the performance of SIA-G employees so inductive approach is not suitable for this
study.
Deductive approach
According to Hussey and Hussey (1997:19) deductive research is a study in which a conceptual
and theoretical structure is developed which is then tested by empirical observation; thus
particular instances are deducted from general influences. In this research, researcher intends to
test a theory by collecting the fresh data from respondents and observe the findings by applying
various statistical tests. This method is generally recommended for specific studies in which
researcher work on particular concept by creating assumptions and then verifying those
assumptions (Bryman & Bell, 2003). In this study researcher is assuming that there is a
significant impact of intrinsic rewards and extrinsic rewards on the performance of employees at
SIA-G so deductive approach is more suitable to be taken into account.
Theoretical approach taken
For this study, we have selected deductive approach in which we are going to verify the theory of
motivation through rewards (i-e intrinsic rewards and extrinsic rewards) that they will
significantly impact the performance of SIA-G employees. So the most appropriate approach for
this study is deductive approach in which researcher aims to test the pre-set assumptions.
Philosophical Approach
Worldwide there are three approaches according to the philosophy of research which are
Positivism, Interpretivism and Realism. Positivism and Interpretivism are discussed below as
Realism is the combination of two philosophies i-e Interpretevism and Positivism.
The Interpretive Paradigm
The supporters of Interpretivism paradigm believes on the deep understanding of a concept and
explores the understanding of the world in which they live. They develop subjective meanings of
their experiences or towards certain objects or things. This paradigm is also called
Constructivism, Social Constructivism and Qualitative Research (Guba and Lincoln, 1994).
Interpretivists believe that true knowledge can only be obtained by deep interpretation of subject.
In this study author has not selected interpretive paradigm because rigorous literature is available
on this topic and we can verify the theory by taking prior assumptions rather than generating a
new theory and researcher is taking singular reality rather than multiple realities.
The Positivist Paradigm

The supporters of this paradigm believe that true knowledge can be obtained through observation
and experiment (Guba and Lincoln, 1994). So Positivists normally select scientific method to
produce knowledge. Positivism is also called Scientific Method, Empirical Science, Post
Positivism and Quantitative Research (Guba and Lincoln, 1994). Levin (1988) discussed that in
positivism reality remains stable and can be observed and can be described through an objective.
A strong debate is available on the issue of using positivist paradigm that whether it is
appropriate for social sciences or not (HIRSCHHEIM, Rudy A., 1985). So in this study of
motivation, researcher aims to test prior assumptions so positivist paradigm is good to follow in
this study.
Philosophical Approach Taken
For this study, author has selected positivism as the study aims to check the theory by collecting
the data from respondents without getting personally involved in the process of data collection
and particularly researcher is conducting this study for SIA-G which is a security providing
agency. So such kinds of studies are taken into account by adopting positivism.
Research Methods
Qualitative Method
Qualitative method is used to collect the in-depth details on a particular topic. This approach
assumes a single person represents the group and the feelings and emotions of a person are
equally important to interpret which are ignored by the quantitative method (Kumar, 2010). This
approach is usually used by the interpretevists. Newman and Benz (1998) explained that this
approach is used when researcher wants to observe or interpret an environment with the intention
to develop a theory. As the aim of study is to check the assumption about motivational tools i-e
intrinsic rewards and extrinsic rewards and researcher is focusing on singular reality so
qualitative method is not suitable for this study because researcher is not looking deeply into
respondents feelings, context and environment when he will collect the data and as he is not
involving personally in the process of data collection, so qualitative method is not recommended
for this study.
Quantitative Method
Quantitative method is a scientific method and its grounds can be identified in positivism
(Grinnell and Unrau, 2010) as this approach is mostly used by the Positivists. This method
focuses on fresh data collection in accordance to the problem from large population and analysis

of the data but ignore an individuals emotions and feelings or environmental context (Bryman
and Bell, 2007). Arkin (2009) discussed that the quantitative strategy works on objective and
measure it through the actions and opinions which helps researcher to describe the data rather to
interpret the data. This study will use the quantitative method because researcher has assumed
that the intrinsic rewards and extrinsic rewards have significant impact on employee performance
of SIA-G and whenever researchers aim to test or verify a study, quantitative method is helpful
and advised method.
Methodological Approach Taken
In this study Quantitative method has been chosen as the researcher has selected positivism
philosophy and deductive method so quantitative method has a strong association with both of
them. So in this study author has employed quantitative techniques by utilizing some statistical
tools to analyze the data.
Research Design
Research Strategy means that the collection and interpretation of data in a systematic order and
describing that data in the same order. So, for this particular research, author used the strategy for
research which is illustrated below;
First of all, researcher has selected his area of interest and accordingly a topic is chosen which
needs to be studied in real. The topic was further purified according to the instruction and
structure of dissertation i-e A Quantitative Investigation into Employee Perception of Motivation.
An extensive review of literature that was available on the variables, researcher has explained in
this study in the form of prior studies presented by different researchers, is done. There were a lot
of studies that were conducted to check the impact of these rewards on motivation available but
particularly security agencies were not discussed in this context. Those studies are considered in
detail as they had found a significant relationship between intrinsic and extrinsic rewards which
are considered as tool for motivation and employee performance. These studies were so
important to be discussed to express the importance and significance of these tools. In addition to
all these studies, number of books in this regard has also been reviewed to have a balanced view
about these tools. Different books contains material about the intrinsic and extrinsic tools of
motivation and their impact on employee performance, so they were selected and studied in
detail to achieve the goal of this research.

After the collection of data, analysis was made on the collected data in accordance to the
research question and objectives of the study which was followed by a discussion on the results
which are produced from the data by applying statistical tests. Furthermore, results and findings
of the study were presented on next level and suggestions and recommendations were made for
the organization to flourish more with the help of practices identified in the research in the form
of literature and empirical findings. Finally, a conclusion was drawn from the study. In the end,
list of complete references is also generated to reference the material that was discussed in the
study.
POPULATION AND SAMPLE
POPULATION

At the first stage of research, a researcher identifies the population from whom he will collect the
data. According to my research topic what is the impact of sports sponsorship on corporate
brand image and equity my research population is employees 0f banks of Pakistan. Our
research focuses exclusively on the banks of Pakistan.
SAMPLE
We tested our hypothesis on a sample of Pakistani banks. The research sample size is 60

employees of banks. The data is collected through questionnaire from banks employees of
Pakistan. A total of 60 people were contacted (that were employee at SIA-G and were requested
to fill the questionnaires) out of which 50 respondents have completed their questionnaires and
returned back to the author. For this study, respondents were selected by applying a sampling
technique which is known as convenience sampling. Questionnaires were hand delivered to
those respondents and were collected after the successful completion by the respondents.
Respondent rate
Success rate of these forms were 83.3% as these forms were filled accurately. 50 questionnaires
were received back out of 60 which is really a good number and reflect a seriousness of
employees to address the issue mentioned in the objective of the research. When the employees
were contacted to collect the data and request was made to them for participation in this survey,
they were quite happy and concerned about the study and expressed their heartiest gratitude to
the researcher on taking interest into the problem and conducting the study. Moreover, they were
keen to know about the final results and recommendations of the study.
Data collection

For this research, author has collected both primary and secondary data. This was so because
normally employees hesitate to express their identity while talking about their workplace
environment and especially when their compensation and other rewards are been discussed. They
want higher benefits but on the same time they dont want to give the comments that may not
admire by their employer. To achieve the objective of this research, a survey form was designed
containing 15 statements to check the opinion of employees at SIA-G. With the help of that
questionnaire, researcher has gathered the view of employees specifically with regard to the
impact of intrinsic and extrinsic tools of motivation on employee performance. Overall, the
author has collected secondary data from various sources like digital libraries in the form of
research articles that are published time to time by different researchers for the same variables
we have discussed in this study, books and other publications. This type of data was easy to
collect and review accordingly. But some of the websites were not accessible as they require
paying certain amount o money to give access. So, to fulfil this need, primary data served best to
the purpose. Through primary data the author has came to know about some of the details of
variables considered in the study and their prior studies were not accessible because of some
limitations. So researcher has gathered primary data to resolve the issue and in this regard
questionnaire was used as tool of data collection. This instrument was developed in accordance
to the study objectives so that relevant and accurate data can be collected.
Data analysis
For the purpose of data analysis, a help was taken from the software which is SPSS (Statistical
Package for Social Sciences) 16. Data was entered in software SPSS-16 and various tests were
applied to check the validity and reliability of the instrument as well with the help of responses
received in return of this survey. Relationship between the dependent and independent variables
was also checked and some other statistical tests were also applied to strengthen the study, which
were further presented into the data analysis section.
Validity & Reliability
To check the reliability of the instrument, Chronbachs Alpha values were calculated with the
help of software which are presented in the next section with detailed explanation and
interpretation.
Coding

Data collection instrument was developed in which 15 statements were asked from the
employees on 5-point Likert scale (from Strongly Disagree to Strongly Agree) and they were
asked to rate the statements as per best of their knowledge and feelings as wel
Data Presentation
In this section, results drawn from the collected data is presented and appropriate interpretation is
also given for the results of data which we received after appropriate analysis. SPSS 16 software
was used to serve the purpose and to conduct the detailed analysis along with the tabular and
graphical presentation of data and results. For descriptive type of questions, tables were made for
each question and some of the questions were described graphically with the help of bar charts
and histograms.
Limitations
In this research, particularly some of the limitations have been faced by the researcher with
regard to the collection of data. First of all, there were some of the paid web sites from which the
researcher was unable to collect the data. On the other hand, there was also a limitation in
primary data. As we have collected data from only 20 employees. So the rest of the employees
were not asked these questions because of the limitation of time and resources.
Ethics
Some ethical considerations in this research are also been kept in mind. First of all, researcher
has remained honest and collected the data with honesty and accordingly analysis has been done
on the data. Then objectivity is also kept in mind. Researcher has tried his level best to add only
relevant and unbiased data so that the objective of this research can be achieved. Moreover,
integrity is also maintained during study and all the material is collected for this study after
authentication of the study and with sincerity. Researcher has remained quite careful while
collecting data, drawing results and interpreting those results. Researcher is remained open
towards the learning process throughout the study and proper citation and End list referencing
have been made for the collected material to acknowledge the researchers. Furthermore, the
element of confidentiality is also kept in mind and all the details have kept confidential about
respondents. Finally the concern of legality is also considered and code of conduct set by the
institution with regard of conducting this study is kept in mind.
Chapter summary

In this chapter, major philosophies, approaches and methods of research has been discussed with
rationale of the selected philosophy, approach and method of research for this study. Data
collection, analysis, coding, limitations and ethical consideration of research are also been
discussed in this chapter.