Brand identity and Brand image: customer's motivating factors to buy…

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Brand identity and Brand image: customer's motivating factors to buy

John Jay P. Dela Cruz1,2,3, Ralph Vincent Garcia1,2,3, Jose Victor Velasco1,2,3, Dhona Mae C.
Bardinas1,2,3, Artmie Bilendel N. Conclara1,2,3, Andrea Rose Diaz1,2,3, Kyle Morris1,2,3 ,

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College of Hospitality and Institutional Management
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Research Development and Innovation Center
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Our Lady of Fatima University

Mrs. Marlene E. Baliano, MBA

Research Adviser

May 2023

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Brand identity and Brand image: customer's motivating factors to buy…
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1.0 Introduction

People are very particular in buying products when it has discounts or like B1T1 (Buy 1 Take
1), budget friendly, if it’s an international brand, when it has advertisements that spread all over
the social media platforms. Customers may regard goods as being of higher quality if the brand is
well known. Customers are then able to benefit from a pricing premium. Building a strong brand
identity enables businesses to increase sales and client loyalty. Brand identity reflects how the
brand should be perceived by its target consumers, which emphasizes the psychological
connection and loyalty in action between the brand and consumers (Karste and Guzmán, 2020).
Brand image is the perception of the brand in the mind of the customer. A product that costs
neither too low nor too high or a company that offers competitive prices, could well motivate the
buying decision (Singh, 2021).
Branded goods are a guarantee to consumers that their needs will be met, but some people
enjoy unknown brands due to poor brand management or social management. Lamborghini
considers advertising via television commercials as an expensive waste of time. (Kalyankar,
2022).
Customer disloyalty is increasing due to poor product quality, limited product
availability, content on social media, technical failure, and bad customer service. The customer
disloyalty cycle consists of three stages: frustrated, separation, and revenge. Revenge involves
significant risk for brands because it can threaten their business and public image. (Nuraini, 2022)
This study will be conducted to determine if brand identity and brand image influences
customers' decisions to buy. This study will benefit company to acknowledge the importance
brand strategy. To advertising agency or marketing department of a certain company for them to
identify the preferences of the customers in buying goods. Future researchers, this study will
foster the body of knowledge to topics about brand identity and brand image.

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2.0 Background
2.1 Theoretical Framework
This study examines two significant drivers of consumer behavior: advertisement and
brand image Ampofo (2014), Suwant. (2015), Shabbir (2016), and Jan, et al (2019) features
shown to be connected with consumer buying behavior. The difference between brand
image and brand identity is the owner's perspective (BrandTrust, 2023).

2.2 Conceptual Framework

H1

Brand Image
H2
Consumer Buying Behavior

Brand Identity

Figure 1: In this study, there are two independent variables: one

, the dependent variable of which. Brand identity and brand image are independent factors, but
Dependent consumer purchasing behavior. These
variables may stand in for important consumer-affecting factors.
Consequently, this framework also provides
research guidelines.

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2.3 Literature Review
2.3.1 Brand Identity
Developing a brand identity requires more than creating a logo. Although a logo can be the
symbol of a business, it is not the entirety of a brand. In fact, creating a logo is just one small step
toward developing a strong brand identity (Wheeler., 2022). Brand identity is the set of all
elements a company uses to create the right image in the consumers’ mind. These elements
determine how your brand is perceived by the target audience. Brand identity is a
multidisciplinary construct that defines a brand's character, perspective, and behavior, and is
essential for brand management (Currás, 2010). Consistent implementation of a brand identity is
essential for building and enhancing relationships with key audiences (Veoller 2017).

2.3.2 Brand Personality

This personality is a quantitative value-add that a brand gains in addition to its functional
benefits. As such, a brand personality is something to which the consumer can relate (Tarver,
2021). A brand's personality shines through in brand messaging, images, and overarching
marketing campaigns (Forsey, 2021). Brand personality shapes how people feel about a product,
service, or mission, leading to positive actions (Tarver 2021).

2.3.3 Relationship between Brand Image and Brand Identification

Establishing a unique brand image is an effective tool of product differentiation that is managed
by marketing departments and organizations (Tu, Wang 2018). Sirgy (2019) suggested that
consistency between the concept of self-image and product image reinforces a consumers’
positive behavior and attitude toward products and influences their preference for products and
purchase intention. Thus, consumers tend to purchase goods that match their real self and ideal
image (Sirgy and Su 2019). Argued that when selecting products, consumers’ attitude is
influenced by the consistency between their perception of products and their self-image.

2.3.3 Brand Image on Consumer’s Behavioral Intention

Brand image is the general perception and feeling of consumers for brands, and it affects
consumer behavior (Zhang, 2015). (Huang, 2017) mentioned that brand image is the process of
mutual communication between brand stimulation and consumer perception. (Lee, Tseng, and
Chan 2019) argued that brand image comes from the evaluation of the brand consumers, and the
brand image in the consumer's memory will become an important consideration for consumers’
purchasing decisions.

2.2.4 Brand Identification on Consumer’s Behavioral Intention

The degree to which a consumer sees their own self-image as overlapping with the brand's image
is either characterized as customer brand identification or (Bhattacharya & Sen, 2003). or as a
consumer's psychological state in which they see, feel, and value their affiliation with a brand
(Lam et al., 2013). Through socially recognized relationships, consumers develop their sense of
identity and express themselves. (e.g., Keh & Xie, 2009).

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2.4 Research Paradigm

INDEPENTEND
DEPENDENT VARIABLE VARIABLE
Age Customers buying products
Gender because of :
Allowance  Brand image
 Brand identity
 Brand Personality

Figure 2: Demonstrates the research paradigm, which explains the connection between
dependent variables, such as the demographic profile of the respondents, and independent
variables, such as brand identification and brand image, which influence consumer buying
decisions.
2.4.1 Research Questions
Research Question 1: What is the demographic profile of respondents in term of:
1.1 Sex;
1.2 Age;
1.3 Allowance/Monthly income

Research Question 2: How do customers obtain alcoholic beverages in term of:

1. Brand identity
2. Brand personality
3. Brand image

Research Question 3: Is there a significant difference on the respondent’s assessment a

company’s brand image and its brand identification when grouped according to their profile?

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2.4.2 Hypothesis
There is no significant relationship between the Dependent Variable and Independent Variable of
the customer's motivating factors to buy in terms of brand image and brand identity.

3.0 Research Method

3.1 Research Design
Quantitative method as defined by Pritha Bhandari 2020; is the process of collecting and
analyzing numerical data. It can be used to find patterns and averages, make predictions, test
causal relationships, and generalize results to wider populations. Furthermore, Quantitative
research is a way to learn about a particular group of people, known as a sample population.
Using scientific inquiry, quantitative research relies on data that are observed or measured to
examine questions about the sample population. (Allen, 2017). Considering that the quantitative
method is the best strategy to use for conducting this study since it focuses on the factors that
customers use to motivate them to buy stuff.
3.2 Research Locale
The research study was conducted in in a higher education institution located in #1
Esperanza St., Hilltop Mansion Heights, Lagro, Quezon City. This is a private university in the
Philippines widely known for its paramedical courses. It was established in 1967 by Jose C.
Olivares founded Private University at Quezon City has become one of the most respected and
admired educational institutions in the country today both in the field of paramedical such as
Medicine, Nursing, Pharmacy, Dentistry, among others and non-paramedical programs such as
Hotel and Restaurant Management, Maritime Education, Computer Studies, Business and
Accountancy, to mention a few.

3.3 Population and Sampling

For the study titled “Brand identity and Brand image: customer's motivating factors to
buy,” the respondents were consumers buying product. For inclusion in the study, respondents
must be [1] between 19 to 30 years of age; [2] College student in Private School in Quezon City;
[3] knowledgeable about the products they are buying. [4] Frequent goods buys, not less than
once every week; [5] Be erudite; [6] Willing to participate, and give at least 5-10 minutes of their
time. Individuals who do not meet the aforementioned inclusion requirements will be
automatically excluded from this study. Moreover, no vulnerable people, including minors, old
people in poor health, or those with mental disabilities, were included in the study.
The researchers took the total population of the college students 14163 in Private
School in Quezon City as of 2022 since students are enrolled is automatically considered
individual that fit the inclusion consumers.

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3.4 Research Ethics

The researchers should have satisfactory behavior and good means of communication before
and while conducting the survey and offer certain ethical guidelines that must be followed.
Rights to safety. The researchers follow safety protocols cause it’s still pandemic and the
researchers has a face-to-face conducting a survey so not online. The respondents will be safe,
comfortable when answering our survey.
Rights to privacy. All respondent’s personal information will be confidential and their
information will not be disseminated and only used for the study.
Rights to withdraw. Researchers ensure to not force the respondents just to answer our
survey and they will not be pressured to answer it fast. Researchers will inform them that they
have the choice to withdraw on answering the survey.
Rights to respect. The researchers respect and value the answers of the respondents on the
survey and while answering it the researchers will not make a noise or disturb them for them to
focus and comfortable doing it. The researchers will not offer compensation or any kind of bribe
to get their participation for this research. The researchers respect the rights of each respondent
and guarantee that their identities will stay confidential and will codify some identifying
information about the participants.
Researchers ensure that all of the data/information gathered is clearly safe. The researchers
evaluated the following information the respondents provided and ensured that any acquired data
were thoroughly assessed and used only for the study. Overall, participation in this study did not
result in any negative consequences. The data that was collected were stored securely on a
computer drive, and once processed, the paper was submitted to the research instructor in charge,
then the files on the drive were deleted.

3.5 Research Instrument

The researchers used a researcher-made questionnaire to gather the data. Survey forms were
distributed all over college students on Private University, Quezon City. To gather the data of the
informed and educated respondents to respond to the questions about Brand identity and Brand
image: customer’s motivating to buy.
The researchers went to the Private University, Quezon City to do the survey to the
respondents to answer it. The survey form was composed of four parts; the first part is the
respondents' demographic data like age, sex, income/allowance of the college students per day or
per week. The second part of the survey form consists of how the respondents agree about brand

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identity of a product. The third part of the survey is about how the respondents agree about brand
personality of a product. The fourth part is about how the respondents agree about brand image of
a product.

3.6 Data Collection

The researchers started the data collection process through the following steps: First, the
researchers had their tittle checked and were approved by their research adviser. Second, the
researchers choose quantitative survey method as instrument. Third, it is a 3-page survey and it
was approved by their research adviser and the researchers printed their questionnaire of a total of
300 pages for their 100 respondents to answer it. Finally, the researchers individually handed out
the questionnaire to 100 students at a private university in Quezon City. The data was collected in
just one day. Lastly, after the data were collected the researchers tallied the questionnaires.

3.7 Data Analysis

3.7.1 Frequency and Percentage
Frequency, which refers to how frequently a value happens in an interval, and
distribution, which is the pattern of frequency, are two terms used to indicate the number of
observations inside a specific interval (Young, 2022).
P=F (100)
100
Where P=Percentage
F= Frequency
N=Total number of respondents

3.7.2 Weighted Mean

The weighted mean is a form of mean that is computed by averaging all the
products after multiplying the weight (or probability) connected to a specific event or result
by its connected quantitative outcome. (CFI Team, 2022)

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Where:

 ∑ denotes the sum

 w is the weights and
 x is the value

This table includes the rating scale's range and its related interpretation, which served
as the foundation for this study's interpretation.
Rating Scale Verbal interpretation
1.01 - 1.80 Strongly agree (Variable on the left)
1.81 - 2.60 Agree (Variable on the left)
2.61 - 3.40 Average (variable to left) nor (variable to
right)
3.41 - 4.20 Disagree (Variable on the right)
4.21 - 5.00 Strongly Disagree (Variable on the right)
Table 1.0 The 5- point liker scale with the following verbal interpretations.

3.7.3 ANOVA
ANOVA is a range of statistical models and associated estimating techniques that
are used to examine variations in means between groups and within groups, such as the
"variation" among and between groups (Zunbair, 2022). A statistical technique called
analysis of variance, or ANOVA, divides observed variance data into various components
for use in further testing. (kelton 2022).

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REFERENCES:

Karste and Guzmán, 2020).

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9521331/

(Singh, 2021).
https://www.revechat.com/blog/buying-motivation/

(Kalyankar, 2022).
https://startuptalky.com/brands-that-dont-advertise/

(Nuraini, 2022)
https://blog.usetada.com/en/factors-that-drive-brand-disloyalty

Ampofo (2014), Suwant. (2015), Shabbir (2016), and Jan, et al (2019)

file:///C:/Users/Admin/Downloads/1194-Article%20Text-2351-1-10-20220802%20(7).pdf

(BrandTrust, 2023).
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%20difference%20between%20brand,the%20brand%20to%20be%20perceived.

(Wheeler., 2022).
https://blog.hubspot.com/agency/develop-brand-identity#:~:text=What%20is%20brand
%20identity%3F,a%20promise%20to%20your%20customers

(Veoller 2017).
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(Tarver, 2021).
https://www.investopedia.com/terms/b/brand-personality.asp

(Forsey, 2021).https://blog.hubspot.com/marketing/what-is-brand-personality?
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(Tarver 2021).
https://www.investopedia.com/terms/b/brand-personality.asp

(Tu, Wang 2018).

https://www.econstor.eu/bitstream/10419/213028/1/full-3.pdf

Sirgy (2019)

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https://www.researchgate.net/publication/291298683_Self-
concept_in_relation_to_product_preference_and_purchase_intention

(Sirgy and Su 2019)

https://www.sciencedirect.com/science/article/abs/pii/S0148296319300748

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(Huang, 2018)
https://www.econstor.eu/bitstream/10419/213028/1/full-3.pdf

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https://www.econstor.eu/bitstream/10419/213028/1/full-3.pdf

(Bhattacharya & Sen, 2003)

https://psycnet.apa.org/record/2003-03686-005

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https://www.sciencedirect.com/science/article/pii/S2340943614000243

(e.g., Keh & Xie, 2009).

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tification_and_commitment

(Allen, 2017).
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(Pritha Bhandari 2020)

https://www.scribbr.com/methodology/quantitative-research/#:~:text=Published%20on%20June
%2012%2C%202020,generalize%20results%20to%20wider%20populations.

(Young, 2022).
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(CFI Team, 2022)

https://corporatefinanceinstitute.com/resources/data-science/weighted-mean/

(Zunbair, 2022).
https://towardsdatascience.com/statistical-comparison-among-multiple-groups-with-anova-
d4ac27f6e59e

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(kelton, 2022) https://www.investopedia.com/terms/a/anova.asp#:~:text=Analysis%20of
%20variance%2C%20or%20ANOVA,the%20dependent%20and%20independent%20variables.

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