“INVESTIGATING ON THE EFFECT OF BRAND

INDICTMENT TOWARDS BUYING BEHAVIOR

OF UCSI UNIVERSITY’S STUDENT IN TERMS OF
SPORTSWEAR”
 ABSTRACT

Through this paper the customer viewpoint regarding the dimensions of brand image, the
functions or values of the sports brand have been analysed and studied. There are four identified
categories based on the functions: guarantee, personal identification, social identification and
also status. Proposal generated by hypothesis way states that the four functions are giving lots of
positive influences that encourage customers to recommend the brand, pay a premium cost for it
and receive extension of the brand. There are around 200 UCSI University’s students that have
been examined in the area of sport brand. One-sample t-test, reliability test, correlation
coefficients test and multiple linier regression analysis has been used to analyse the data.

Demographic information such as: gender, age and monthly spending are also used in this
paper to analyse how different the responses of the respondents in responding to the variables.
Therefore, this research also explained the other possible factors that are able to affect consumer
responses. Lastly, through the findings of this study on brand image, functionality and also value
especially for the start-up sports brands the important information or guidance is provided
support the improvement, so that all other small sports brands including the start-up brands are
able to join the competition in competing with world top sport brands such as Nike, Puma,
Adidas and many other top sports brands.

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 Chapter 1
Introduction

1.1 Overview
In today’s era, the strength of the brand owned by a company will able to show the
development or the growth of the company itself. For example, Quaker Oats brand, the company
able to develop the strength of the brand equity and it makes Quaker Oats able to increase the
value until 3000 per cent higher than the original cost of a very basic ingredient of oatmeal
(Cobb-Walgren et.al., 1995). For the company to be able to begin the development of a
company’s brand, in the last few decades, lots of companies started and even they invested
heavily to make their brand strong (Río et.al., 2001). Base on the research done by Cobb-
walgren, Ruble, and Donthu (1995) the value or a cost for a company to be able to start and also
introduce a new brand to the market is around $100 which has 50 per cent chance for the brand
to fail. Nowadays because of the changes of the trend, sport’s products not only can be used for
sports purpose but also it can be used for fashion purposes, which may be caused by branding.
The intangible assets, internal values and develop on emotional attachments have become the
things that pointed by a branding, and that could happen because the goals and the meaning of
branding are constantly changing, which also contributes greatly to an effective marketing
strategy (Kohli et.al., 2014). Of the many industry products, sportswear has become one of the
product brands that truly has make a use of the brand for their success. As been mentioned
earlier, nowadays sportswear is becoming an industry that is advertised not only as sporting
purposes, but it is also has already become a fashion of everyday dress. Nike, for example,
become one of many companies whose products are used not only for sporting purposes but in
fact Nike has become a brand where the products are also be used for everyday fashion, and
that's what makes Nike’s Brand become one of the greatest brand leaders in the sports market,
and majority of people purchase and use Nike products, especially in Malaysia.
Many researchers have believed that branding has a very certain connection with
consumer’s buying behaviour. Priluck and Till (2009) believe that the Implicit Association Test
(IAT) is more delicate than the scale of brand equity based on customers, although there is no fix
improvement method to measure the consumers about brand value or the association, but for the
firms to be able to deliver the brand image to the specific target group and to the firms itself, the

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firms need to dare themselves to spend funds to invest on the creating and also developing of the
brand (Cobb-Walgren et.al., 1995). A study done by Rio (2001) and Keller (1993) explain about
the importance of the relationship between brand image and behaviour of the customer in
marketing area, where the cognitive psychology and also consumer cognitive processes are
becoming the focus of this relationship. In the area of marketing management, there are lots of
aspects that can be studied, but in this study brand equity become one of the aspects which have
the strongest point and impact in its area. In order for a brand to be able to generate value for the
consumer and also for the business itself, the brand needs 3 main important purposes of brand
equity, and besides of that, brand association of the consumer becomes an important component
with a role to help to establish and also organize brand equity, and the brand itself provides value
to the company by generating value for the consumers (Río et.al., 2001).
A company will obtain great profit if the company is able to successfully develop the
brand equity that they has, and no matter how high the price that the business and consumer need
to pay, they will ready to pay the price when they see and feel there is something big and
valuable value in it. Consumer attitudes toward marketing programs will be clearer if companies
are able to understand the response of the customer, and in order to grasp customer’s response
they need to measure them using brand equity, especially if the company deal with a particular
brand that can affect customer’s buying behaviour, because consumers will face difficulties and
they also could not express their feelings if it happens (Priluck & till 2009).
Functions, effects and values in consumer perceptions are the brand dimensions of brand
image. The functions of a brand can be measured by using assurance, personal recognition,
identification and social status, and more than that the brand's functionalities also given an
impact to the response provided by the consumer, which is the consumer's desire to recommend
the brand to the other people, their willingness to pay the premium cost, and also to accept the
brand extension.

1.2 Reasons and Benefits

According to Cobb-walgern (1995) "product" and "brand" are two terms that closely
related to one another. Everything that provide functional benefits is called a “product”, while a
name, symbol, design, or a sign that escalate a product's value beyond its functional value is
called a “brand”.

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1.3 Research Questions and Objectives
UCSI students are the specific target used in the investigation process for this research.
But in this paper not all UCSI University Student will be used as samples, this research will be
more specific to those students who also used sports products in their daily life. In order to be
able to handle and cultivate accurately a large number of people who will provide data, in this
research qualitative methodological method will be used. Specifically to help this research in the
study of “Investigating on the effect of brand indictment towards buying behaviour of UCSI
University’s student in terms of sportswear”.

The research question for this study is:

 What is the effect on consumer response which caused by the dimensions of the brand
fraction?

The objectives of this research will include these points:

 Analyse the relationship between personal identification data such as gender, age and
also their monthly spending with their responses.
 The correlation between the willingness of consumer in paying the premium cost with
their personal data identification, assurance associations, and their social status.
 The relationship between the expansion of a new brand product line that can be accepted
by the willingness of the consumers with consumer personal data identification,
assurance associations, and their social status.
 Analyse correlation between the willingness of consumers to give suggestion to others
with personal data identification, assurance associations, and their social status.

Helping local sports brands to grow and able to compete with worldwide sports brands
which are registered and sold in Malaysia is a major goal of this research, and to achieve it this
research will discover how the consumer especially the behaviour of UCSI university’s students
towards sportswear products.

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 Chapter 2
Literature Review

This chapter analyses consumer behaviour toward brand loyalty, brand association, brand
awareness, product quality, brand association, brand knowledge, brand image and also brand
equity, all will be discussed in detail in this literature review. According to Yoo (2001) the
escalation in the value of the brand name is strongly influenced by the increase that occurs in
every aspect that exists.

2.1 Brand Association’s Definition

Studied done by George .S and Charles .W (2000) explained that brand associations are a
collection of elements which are part of a number of brand assets and also connected liabilities
that consecutive to the brand retention as well as those directly related to customers. In order to
get a clear picture of how a brand can influence a customer's decision in purchasing a brand is
strongly influenced and aided by a brand association, therefore consumers can generate profits
directly if brand association that they have is developed (Priluck and Till, 2009). There is a
strong connection between brand image and brand association, company’s brand image will keep
receiving good and positive impact in consumer’s mind by having functioning and strong
characteristic brand association, this is what makes consumers will experience the good quality
of a product, they will give a positive feedback to the brand and stated that the brand gives a very
good impression (Esch et.al.,, 2006). By having good branding qualities and also promotions that
can attract the hearts of the consumer, it will form and produce a strong brand association and
good realization for the consumers (Kohli et al., 2014).

Based on Keller (1998) attributes, benefits and also attitudes are considered as three
major brand association groups. Where in these attributes the characteristic of a brand is very
clear to the consumer. The first way of classifying attributes is to classify them according to the
impact on a product as well as the performance of the services provided. Product-related
attributes is described as an important part that is very necessary in providing a good product or
service to the consumer which is the product's physical structure. Non-product related attributes
are interpreted as an additional external complement of a product which related to the use and

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also purchase of the consumers. This non-product related attributes has four categories consisting
of detail information of the price, packing types, consumers imagery (depending on the type of
person using the product) and usage imagery (leads to where and how the consumer uses the
product).
Benefits are talking about the more things a consumer can get after buying and using the
product, this leads more to the benefits a consumer gets from a product. Benefits can also be
separated into 3 different types based on motivation, firstly is the factional benefits, experiential
benefits and symbolic benefits. Factional benefits is the internal advantage gained from an item
obtained after the goods are used which is a feeling of security and also a physiological relief in
the consumers (Maslow, 1970). Experiential benefits are a close attachment to the product
attribute that results in the desire to use a particular product. Symbolic benefits are the
advantages in terms of external from a product, which is usually associated with non-product
related attributes and provide satisfaction in social needs, social approval or personal taste.
Brand attitudes as the last, explaining a lot about how a product is reviewed by
consumers, this area become a very important thing because it will give lots of influences to the
consumer’s behaviours and also to the consumer's intention in buying the brand. Brand attitudes
can be influenced by 2 major factors: Significant beliefs and evaluative judgment of the beliefs.
Significant beliefs are more directed to a positive thing that consumers feel belongs to a product,
which is usually only based on their belief in the brand. In contrast to evaluative judgment
beliefs, the consumer confidence arises because of the success or performance resulting from the
brand.

2.2 Brand Function’s Dimensions

Attributes and benefits are the two major group in brand association which referred by
brand function. There is a challenge in specifying brand function because data limitation of the
research that has been conducted lots of people find it difficult to find a valid data from the
research regarding product function and brand function, and most of them do not has a solid data
about the differences of those two functions (Río et.al., 2001). As explained by Río, Vázquez &
Iglesias (2001), product function is a product that has no brand or some of them with the
unknown brand which the product is sold in the physical or tangible attributes.

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 Different from product function, brand function more relates to something that
intangible in terms of value or attribute which gives added value to the product because of the
brand name of the product owned. Companies that generate better cash flow in a business that
has a brand product that lives in the equity level, they tend to lead to the category of brand
equity, because then the customer will have a strong preference, especially in their desire to buy
the product (Cobb-Walgren et.al., 1995). According to Yoo (2000), brand equity becomes
something that can help to clearly displayed and show differentiation between one brand with
another brand that also leads to superiority within the competition area. Reducing the level of
consumer movement from one brand to another is the primary purpose and function of brand
equity (Ngyen, 2011). There are four main purposes of the brand function which are guarantee or
assurance associations, personal identification, social identification and status.

2.2.1 Guarantee or Assurance Associations

The quality of the brand which is promised by the brand itself to the consumers is
called the guarantee function, whether the brand is rated as a reliable brand, has a
maximal performance, classy innovation and satisfying consumer’s expectations are all
dependent on the brand itself. This function can provide a clear perspective directly to
consumers about the brand, weather the brand has a good quality, overall performance is
good with only one time use of product (Río et.al., 2001).

2.2.2 Personal Identification

Personal identification function is more to the feeling of the consumers towards
the brand, meaning that they preferences in choosing the brand is based on their personal
feeling or experiences. There is a theory about brand influence mentioning that
consumer's behaviour has a connection with consumer’s self-image about the brand.
Basically the meaning of this theory is where the consumers get to choose particular
brand which has the same image or function like what they already want at the first place.
This theory could bring the better perspective of the relationship between brand image
and consumer’s self-image, if the consumers buying intention are increasing, means that
the more specific the feedback that being given by the consumers. Brand association is

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very impactful in giving the escalation on the brand heritage, consumer’s experience and
also to identify the consumer’s personality (Kohli et.al. ,2014).

2.2.3 Social Identification

Social Identification function will be a function that can be useful as a tool in
communicating with consumers which is also associated with brand's capability. This
function allows consumers to fill their own identification data as they see fit. In addition,
a positive impact can also be generated from this function, especially the positive impact
on a brand that already has a good reputation in the middle of existing groups, and also
provide positive new values to enhance their brand. According to Vlad ROŞCA (2013)
socialize is one of the best way for a company to be able to attract more consumers by
using their social identification, high level of brand engagement and also the consumers
brand's product usage. socialize it aims to direct a brand to make an event, where the
brand must still be in touch with existing consumers and increase ownership of
consumers of the goods, and not only that it can also help a brand to improve brand image
and brand their awareness to society. That's what will make a brand to continue to
communicate consumer's social identity easily and quickly.

2.2.4 Status
Status function is a form of expression arising from the feelings of consumers
after buying and using the product as a form of pride and admiration for the product.
There are five characteristic of a brand which related to this status function:

1. A sign that states a person has power and shows certain social status.
2. Proof of acceptance in a social environment.
3. The offer's dilemma to the small number of people who ultimately lead to exclusivity.
4. A binding emotional attachment and a person's mental level
5. Proven and superior brand quality in the market.

Status capacity and social ID work has an abnormal state of likeness which is
Brand must have the capacity to convey a specific impressions or status to individuals in

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 their social condition. Plus the fact that the function of social identification is the main
difference between the two, which is where the function of social identification is a desire
to be welcomed by a group of people and become its members. Although the status
function is closely related to a person's desire to gain acceptance and is also recognized
by the society, it does not mean that the brand can represent a social group. This is also
conveyed by Maslow (1970) through the hierarchy of needs that he learned, where the
needs of ego and also social it is very binding with the function of social identification.

2.3 The Influence of Brand Function to the Consumer Response

The influence that resulted from brand function to consumer is very lead to brand
attitudes, which is a very big brand association. The value of the brand or the firm will utilize the
response given by consumers and use it for brand's marketing purposes. According to Keller
(1998), based on responses received from consumers to a brand marketing as well as consumer
perceptions, preferences and consumer behaviours, a brand equity exists in which it serves as a
variance of effects possessed by brand knowledge (awareness and association). Therefore, if the
reaction given by the consumer to the product or brand that is marketed well in the existing
market is positive, then the brand equity will be positive compared to the brand that has no name,
or brand whose name is unknown. Therefore to analyse the respond and also the value of
consumers to a particular brand is needed to process in such a way the existing brands so that the
brand is able to increase their value. A brand image is strongly influenced by the positive effects
resulting from competitive advantages that can be considered in three general components:

1. The advantages to company’s accomplishment and profit

The lack of elasticity of the consumer to the price which is relatively more expensive, make
a brand can be able to generate more profits, make the better marketing communications
with the consumer and also improve the quality of cooperation in trade.

2. The advantages in long-term profits

Brand loyalty can be created if it has a clear and targeted brand function so that every
consumer who is difficult to compete with other consumers can be contacted.

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3. The advantages in enlarging the business
Potential to help the company indirectly in developing business by generating positive words
from one person to another, so the company can easily to innovate and bring new products to
expand its business.

Many researchers have found positive results from relationships related to consumer behaviour
in purchasing a particular brand with their willingness to pay the premium cost of the brand, as
well as their willingness to recommend the brand to others.

2.3.1 Pay Premium Cost

The personal identification of a consumer greatly influences their willingness to pay a
premium cost, because it can lead to brand attachment. Brand congestion can be highly
measurable if the percentage of consumers that are willing to pay for the product is high in value
(Esch et.al., 2006).

2.3.2 Brand’s Extension

Information owned will not be able to help to expand product line if the brand attitudes
that exist cannot be clearly understood and used. Because to be able to brand’s extension, it is
urgently needed for each individual to be able to clearly access any new information it can, and
combine it with existing attitudes or knowledge (Baumeister, 2015). Base on Sinapuelas, Wang
and Bohlmann (2015) brand's augmentation could help the brand affiliations held by consumers
as the new line item could conceivably build the brand notoriety or picture. Item development
and line augmentation turn into a noteworthy imperative methodology as around 20%-25% of
new item expansion gives more advantages and new highlights to the buyer, in this way the
brand could present the new advantages and new highlights effectively.

2.3.3 Brand Recommendation

The readiness to prescribe the brand to others, Rosen and Olashavsky (1987) accept of
methodology called "half and half". The customer in the last phase of picking a brand, two things
that shopper will utilize which is property estimation and suggestion data. The buyers let at least
one reference to impact in the choice procedure or the customers proposals. In addition if an

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organization have accomplishment to do this system it could be a noteworthy accomplishment as
the past and past shoppers will gets the message out of mouth among their general public,
subsequently the brand picture, affiliation, value, mindfulness will be better. Buyers frequently
will just prescribe one particular brand as shoppers utilize data from showcase about a brand
standard to settle on a ultimate conclusion which is smarter to purchase and to prescribe to other
individuals.

2.4 Summary
Most of what have been discussed and reviewed in this literature review leads to
dimensions that include brand functions such as assurance, personal identification, identification
and social status. Where it all gives a positive impact on premium costs, brand needs and also
brand recommendations which are the responses from the existing consumer.

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 Chapter 3
Methodology

This Chapter starts with the comprehension of hypothetical system and speculations
advancement which clarify about the reliant variable and free factor that utilized as a part of this
study. Also, testing strategy clarify about how the example will be taken and ultimately, the
estimation of factors.

3.1 Research Design

The hypothetical structure in this investigation is created to inspect how four
measurements of brand capacities: guarantee / assurance, personal identification, social
identification and status could influence the consumer reaction regarding readiness to
acknowledge brand expansions' new product offering, eagerness to suggest others and ability to
pay premium cost.

DIMENSION OF CONSUMER
BRAND FUNCTION RESPONSE
Guarantee / H4
Premium Cost
Assurance

Personal
Identification H5
Extension
Social
Identification
H6
Recommendation
Status

Figure 1: The Theoretical Design

3.1.1 Hypothesis Development

Some of the past investigations on brand affiliations or brand groups have utilize one of
those factors that could influence buyer’s reacts like Low and Lamb Jr (2000), Río et.al. (2001)

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and Kohli et.al. (2014). Moreover the discoveries of these examinations demonstrate that
guarantee / assurance, personal identification, social identification and status positively affect the
buyer’s reaction. Along these lines, this investigation received guarantee / assurance, personal
identification, social identification and also status as the free factor.
As per Río (2001), when a brand has a decent brand picture in light of the capacity or
advantages that apparent by the shopper, it ready to produce a positive customer reactions.
Accordingly the brand can create upper hands for the firm. There are four measurements of
brand picture and each of them has given distinctive sort of effect to customer reactions. Brand
guarantee function produces a positive effect to the brand suggestion, eagerness to pay premium
cost and also readiness to acknowledge brand augmentation. Besides, social identification
capacity gives positive connection with value of the premium cost and brand’s extension.
Ultimately, the personal identification and status capacities have a constructive outcome to brand
suggestion and brand extension.
As indicated by Low and Lamb Jr. (2000), trust that brand picture; apprehended quality
and brand (perspective/method for carrying on) are indicated/appeared as the measurements of
brand affiliations. Which brand picture could be a part of personal identification, social
identification and status, apprehended quality is (guarantee that something will happen or that
something will function as depicted). They are stating that notable brand like Gray Poupon and
Whirlpool are more recognizable to the individual (who utilizes an item or administration) is on
the grounds that the two have abnormal state of brand relationship in memory. In this way Gray
Poupon and Whirlpool have great individual (who utilizes an item or administration) reactions
towards the brand. Understood call us/name as a rule has multi-dimensional brand affiliations;
accordingly individuals (who utilize an item or administration) have a created memory about the
brand. Individuals (who utilize an item or administration) will broaden their data (identified
with/taking a gander at/considering) more natural brand. The Educated theories of this
examination are

H1: There have significant differences between gender and consumer response

H2: There have significant differences between age and consumer response

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H3: There have significant differences between the level of monthly spending and consumer
response
H4: There is a positive organization of guarantee, personal identification, social identification
and status with consumer willingness to pay premium price.
H4a: There is a positive organization of guarantee / assurance with consumer willingness to
pay premium cost.
H4b: There is a positive organization of personal identification with consumer willingness to
pay premium cost.
H4c: There is a positive organization of social identification with consumer willingness to pay
premium cost.
H1d: There is a positive organization of status with consumer willingness to pay premium cost.

H5: There is a positive organization of guarantee, personal identification, social identification

and status with consumer willingness to accept the brand extensions’ new product line.
H5a: There is a positive organization of guarantee / assurance with consumer willingness to
accept the brand extensions’ new product line.
H5b: There is a positive organization of personal identification with consumer willingness to
accept the brand extensions’ new product line
H5c: There is a positive organization of social identification with consumer willingness to
accept the brand extensions’ new product line.
H5d: There is a positive organization of status with consumer willingness to accept the brand
extensions’ new product line.

H6: There is a positive organization of guarantee, personal identification, social

identification and status with consumer willingness to recommend to others.
H6a: There is a positive organization of guarantee / assurance with consumer willingness to
recommend to others.
H6b: There is a positive organization of personal identification with consumer willingness to
recommend to others.
H6c: There is a positive organization of social identification with consumer willingness to
recommend to others.

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 H6d: There is a positive organization of status with consumer willingness to recommend to
others.

3.2 Sampling Method

In order to collect data for this research, quantitative survey conducted for the survey in a
form of individual questionnaire on the “investigating on the effect of brand indictment toward
buying behaviour of UCSI University’s student in terms of sportswear”. In the beginning of
questionnaire paper, all the respondents were being asked to take an attention on how to do the
survey and also the purpose of the research also explained in the beginning of the question paper.
The questionnaires were distributed to 200 UCSI University’s Students for the sampling
purposes. This sampling method is an non-probability sampling, because they were chosen not
because force to do it, but because they are willing to join in this study process (Teddlie and Yu,
2007). 200 hard copy surveys distributed to the students for them to do the questionnaire. This
survey only conducted especially for UCSI University student only, because according to Yoo,
Donthu and Lee (2000), if the study only covered student participants, then the student
population will not represent the whole population.

The total questionnaire was divided into three main sections. Demographics of the
respondents is the first sections on the questionnaire, which in this first section all the students
were asked their personal information such as gender, age, monthly spending and also their
asked to rate their most preferred brand from one to three. For the second sections is about the
brand function’s dimensions. The data that collected in this section is about the respondents
information regarding their perspective on their preferred brand, this section is agreement and
disagreement section about guarantee, personal identification, social identification and also status
regarding their preferred brand. The consumer response is the last sections of this questionnaire.
In this section they asked to give a rate on how much they willing to accept the brand extensions,
their willingness to give a suggestion of their preferred brand to other people, and also the
willingness to pay for the premium cost.

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3.3 Variable’s Measurement
On this part, the study talked about the way to measure the received variables. There are
three different parts included in this area, which are preferred brand, the consumer responses,
and also the dimension of brand functions.

3.3.1 Preferred Brand

This is the area where the respondent answered about their preferred sports brand. They
were not able to join the survey if they have not any preferred sports brand. In this section the
participants asked to rank their preferred brand from one to three, there were ten choices of
worldwide sports brands which are: (1) Adidas (2) Nike (3) Puma (4) New-Balance (5) Asics (6)
Reebok (7) Under-Armour (8) Converse (9) Fila (10) Others. Attention to the choice number 10,
all the participants were able to write and fill their own preferred brand which is not on the list.

3.3.2 Dimensions of Brand Functions

The dimension of the brand functions will be surveyed to all the respondents, the
dimensions are guarantee, personal identification, social identification and status. For example,
“Brand A” that refers to any of their preferred brands in the previous question, then they need to
scale from 1 to 5 (1 = strongly disagree, to 5 = strongly agree), this system will be given to every
each questions so at the end of the survey from the data collected able to show how the
respondents reflective about their preferred brands.

a. Guarantee / Assurance
Guarantee refer to sports brands’ guarantee of the quality, which measured by asked
about the respondents’ preferred brands overall performance or their experience towards the
brands. The guarantee was measured by asking: (G1) I choose brand A because it continuously
improves the performance qualities of the sportswear. (G2) I choose brand A because it is
trustworthy. (G3) I choose brand A because it gives the best value-for-money. (G4) I choose
brand A sportswear because it has excellent quality.

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 b. Personal Identification
In this personal identification, the personal image about the brand and the correlation
about the self0image and the product image of the brand will be identified. Personal
Identification was measured by asking: (PI1) I like brand A sportswear. (PI2) Brand A’s
products are totally in line with my lifestyle.

c. Social Identification
Social identification is the way the brands can convey a specific picture to the general
public, which enabling the purchaser to satisfy the want to be perceive by other individuals.
Social distinguishing proof was measured by asking: (S.1) I pick brand A sportswear because it
is trendy and fashionable. (S.2) Most of my friends are buying and using brand A sportswear.
(S.3) I pick brand A because it has a decent history reputation. (S.4) I pick brand A it is a brand
pioneer.

d. Status
Status is the expression of respondent’s feelings on the admiration and also pride that the
consumer feels when using the product from preferred brand. Status was measured by asking:
(S1) When I am using brand A’s product, it gives raises my social status. (S2) Lots of famous
people that I recognize using brand A’s product.

3.3.3 Consumer Responses

For this part respondents will be tested on their responses on the brand function which are
the willingness to accept possible brand extensions, willingness to recommend the brand to other
people and willingness to pay premium price. For example, ”Brand A” (refers to any of
respondent preferred brands in the previous question.) Scale from 1 to 5 (1 = strongly disagree,
to 5= strongly agree) will be given to each of the questions to examined their responses toward
the brand.

a. Willingness to Pay Premium Cost

Pay premium cost is identified with individual ID as it characterizes those individuals
who pay more for a specific brand demonstrates that they have brand connection. In this

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inquiries the respondents were make a request to answer two inquiries with six distinct decisions
of value that they will pay. Pay premium cost measured by asking: (PP1) Please show the
greatest value that you willing to pay for item from your favoured image? (PP2) If in your next
buy you discover a brand that you have never known about yet its sportswear is like your
favoured image sportswear, what is the most extreme value you would pay for this item (case:
shoes)?

b. Willingness to Accept Brand Extensions

A brand extension is the manner by which the customer ready to get to new data, blend it
with the old experience and at this stage is the place they will acknowledge the brand expansions
or simply overlook it. Brand extension measured by asking: (BE1) if brand A chose to offer
items other than sportswear, I would most likely get them.

c. Willingness to Recommend The Brand to Others

The willingness to prescribe is the means by which the buyer willing to suggest and
encourage other individuals regarding their experience when they are utilizing a specific item
and suggestion from other individuals could influence the last phase of picking a brand.
Eagerness to prescribe measured by asking: (BR1) I would encourage other individuals to
purchase Brand A's sportswear items.

3.4 Statistical Analysis

Using SPSS version 22 and also Microsoft Excel, all the data was analysed correctly. The
frequency, mean, standard deviation, t-test, p-value, correlation, regression, and other reliable
methods are the focus on this statistical analysis.

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