4.1 Introduction
The research worker analyzed the of import informations gathered from self-administered questionnaires ; interpreted and discussed the findings in this chapter. The survey was conducted in Singapore, to prove on the effectivity of print advertisement in manner magazine parts to manner dress trade name equity ; therefore, compared with the other two popular media such as on-line advertisement and out-of-door show. SPSS package used to analyse the correlativity among the variables which affect each component of trade name equity ; and to measure the internal consistence between the major factors. Finally, the hypothesis was tested on the influence of print advertisement on each dependant variable, and the construction of presentation follows as below. The consequence derived a tabular array which will be easy to construe the use of three chief media channel in manner dress industry. In add-on, an in-depth treatment compares to the theories which referred in the Literature Review ; as a consequence in supplying a dependable and feasible suggestion to steer the choice of media in the industry.
Section
Presentation
Content
4.2
The sum-up of respondents profile
Descriptive Statisticss
By tabular array
Personal Information
4.3
The range rate of advertisement in manner magazine
Descriptive Statisticss
By saloon chart and pie charts
H1. Ad in manner magazine reaches the possible mark group whose age scope around 15-35 old ages old.
4.4
Research Concept
Sum up the value of Cronbach ‘s Alpha by tabular array
Internal Consistency from H2 to H9
4.5
Correlation Analysis
Inferential Statisticss
By tabular arraies
H2. Ad in manner magazine contributes to trade name consciousness.
H3. Ad in manner magazine contributes to trade name trueness.
H4. Ad in manner magazine contributes to trade name association.
H5. Ad in manner magazine contributes to sensed quality.
H6. Online advertisement contributes trade name consciousness.
H7. Online advertisement contributes trade name image.
H8. Outdoor advertisement contributes trade name consciousness.
H9. Outdoor advertisement contributes trade name image.
4.6
Hypothesiss Testing
Inferential Statisticss
By tabular arraies
Ad in manner magazine contributes apparel trade name equity:
H2. to H5.
Online advertisement contributes apparel trade name equity: H6. and H7.
Outdoor advertisement contributes apparel trade name equity: H8. and H9.
4.7
Discussion of Findingss with Literature
Comparison and Discussion
Ad in manner magazine contributes apparel trade name equity:
H2. to H5.
Online advertisement contributes apparel trade name equity: H6. and H7.
Outdoor advertisement contributes apparel trade name equity: H8. and H9.
4.8
Interview
Analysis and Summary
H3. Ad in manner magazine contributes to trade name trueness.
H4. Ad in manner magazine contributes to trade name association.
H5. Ad in manner magazine contributes to sensed quality.
The Structure of Presentation
Beginning: Research worker
In add-on, the informations collected during two hebdomads. Researcher delivered the questionnaires by face to confront method, to guarantee 100 % of feedback from 384 respondents, and to forestall some misinterpretation or jobs with research worker ‘s accounts.
4.2 The Summary of Respondents Profile
The demographic information of respondents displayed in the undermentioned Table 4.1, it divided by age group, gender, race and income, four classs severally ; based on different frequence and per centum of respondents.
Age group ( Panel A ) offprint by six facets which covered whole age extent, the highest per centum of age scope around 21-25 old ages old, occupied 29.4 % in entire ; there are 97 respondents who are around 26-30 old ages old, ranked at the 2nd as 25.3 % . About 91.7 % of entire participants matched the possible mark group who are 15-35 old ages old. Meanwhile, females held a major measure of respondents as 64.3 % , compared to 137 males as 35.7 % . Due to Singapore as a multi-racial state, the information aggregation of different race is necessary to accommodate the state of affairs in this instance. Chiefly, Chinese captured 72.1 % as 277 respondents in entire ; followed by 43 Indian as 11.2 % ; the remainder of respondents ‘ race about averaged individually. Last, Panel D represented different income degree per month, 49.7 % as the bulk was held by the respondents whose salary approximately as S $ 1000-3000 per month ; there are 87 respondents who are at S $ 3000-5000 income degree every bit good as 22.6 % followed in the 2nd rank.
Classification
Frequency
Percentage
Panel A: Age Group ( in old ages )
& lt ; 15
15-20
21-25
26-30
31-35
& gt ; 35
10
88
113
97
54
22
2.6 %
22.9 %
29.4 %
25.3 %
14.1 %
5.7 %
Panel B: Gender
Female
Male
247
137
64.3 %
35.7 %
Panel C: Race
Chinese
Indian
Malayan
Indonesian
Others
277
43
21
17
26
72.1 %
11.2 %
5.5 %
4.4 %
6.8 %
Panel D: Income Per Month
& lt ; S $ 1000
S $ 1000-3000
S $ 3000-5000
S $ 5000-8000
& gt ; S $ 8000
51
191
87
26
29
13.3 %
49.7 %
22.6 %
6.8 %
7.6 %
Table 4.1: Profile of Respondents in Singapore
Beginning: Researcher ( Analyzed for the Study )
4.3 The Reach Rate of Advertising in Fashion Magazine
In the research, the respondents should be manner apparel trade names consumers, and have of all time read manner magazine. The range rate of advertisement in manner magazine focused on the possible mark group of manner dress trade names ( scope of age around 15-35 old ages old ) . The research worker calculated the per centum of manner magazine audiences in this age group to stand for the range rate of advertisement in manner magazine.
There are 352 respondents who contained in the possible mark group, illustrated the major per centum by 91.7 % ( Figure 4.1 ) . Therefore, the audiences of manner magazine should be justified from 352 respondents. The result expressed as below ( Figure 4.2 ) : 67.3 % of entire 15-35 old ages old respondents are manner magazine audiences. The remainder of 32.7 % respondents do non hold the reading wont on manner magazine, but they still read magazines on occasion. To sum up, the battle of manner magazine to the possible mark consumers of manner dress trade names is efficient.
Figure 4.1: The Percentage of Respondents by Age Group
Beginning: Researcher ( Analyzed for the Study )
Figure 4.2: The Percentage of Respondents ( 15-35years old ) who are
Fashion Magazine Audiences
Beginning: Researcher ( Analyzed for the Study )
In add-on, since TOPSHOP/TOPMAN as a celebrated dress trade name, there is a high well-knowness as 91.4 % in entire respondents ; that was a large advantage to the farther survey.
Figure 4.3: The Percentage of Respondents who know the Brand: TOPSHOP/TOPMAN
Beginning: Researcher ( Analyzed for the Study )
4.4 Research Concept
Appraisal of concept cogency is an of import procedure which requires the research worker to roll up informations from each of those points and bring forth a set of graduated table measurings for each of the concept ‘s field constituents ( Hair, Bush & A ; Ortinau 2006, p355 ) . Therefore, it is preferred to unite the results together instead than mensurate them individually ( Bryman & A ; Cramer 1999 ) .
The research worker performed the statistical analysis via SPSS, the name of each class supported hypothesis. Internal consistence is described by a grade to stand for the assorted constituents of a multidimensional concept correlative with the graduated table ( Hair, Bush & A ; Ortinau 2006, p374 ) . Based on cogency which measured by comparing the value per point to sum ; harmonizing to Hair, Bush & A ; Ortinau ( 2006 ) , 0.50 cutoffs is adequate to guarantee the cogency. After that, Cronbach ‘ alpha value can run from 0 to1, but a coefficient alpha of 0.6 is satisfactory for most research intents ( Hair, Bush and Ortinau, 2006, p374 ) . Hence, the consequence represented every coefficient was important above 0.6 ( see Table 4.2 ) through Cronbach ‘s Alpha dependability testing.
Construct Reliability
No. of Items
Cronbach ‘s Alpha Value
Ad in Fashion Magazine
Brand Awareness
3
.705
Brand Loyalty
3
.668
Brand Association
3
.608
Perceived Quality
4
.765
Online Ad
Brand Awareness
2
.619
Brand Image
2
.607
Outdoor Ad
Brand Awareness
2
.673
Brand Image
2
.790
Table 4.2: Concept Dependability
Beginning: The Researcher ( Computed from SPSS )
4.5 Correlation Analysis on Proposition Variables
Pearson correlativity coefficient represents a statistical measuring of the strength of a additive relationship between two metric variables ( Hair, Bush and Ortinau, 2006, p553 ) .
For informations analysis, the results are summarized from the position of respondents which represented on maps of manner magazine affect dress trade name equity. The related inquiries can be answered by different degree of strength and importance, depend on assorted consumer satisfaction, they can be shown as follows:
Rate
Degree of Importance
1
Strongly Disagree
2
Disagree
3
Impersonal
4
Agree
5
Strongly Agree
The undermentioned tabular arraies below are the sum-up of correlativity analysis consequences between assorted factors that has been undertaken during the studies. Each of the factors was generated by SPSS correlativity analysis consequences.
-Advertising in Fashion Magazine Contributes to Apparel Brand Equity
4.5.1 Ad in Fashion Magazine Contributes to Brand Awareness
Correlations
AwarenessTotal
Frequency
Main Channel
Display
AwarenessTotal
Pearson Correlation
1
.713**
.773**
.934**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Frequency
Pearson Correlation
.713**
1
.309**
.618**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Main Channel
Pearson Correlation
.773**
.309**
1
.558**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Display
Pearson Correlation
.934**
.618**
.558**
1
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.3: Correlation Factors of Brand Awareness
Beginning: Researcher ( Results derived from SPSS )
The figures antecedently point out that trade name consciousness correlates positively with all the factors. Harmonizing to Hair, Anderson, Tatham, and Black ( 1998, pp.118 ) , the standard for item-to-total and inter-item correlativities used are & gt ; 0.50 and & gt ; 0.30 severally. The highest correlativity is with show ( reproduction and layout ) of advertizement in manner magazines as R = 0.934 ; advertisement in manner magazine as the chief channel contributes trade name consciousness ranks at 2nd: 0.773 ; thenceforth, the frequence which the advertisement in manner magazine engages with consumers of manner dress trade names is at 0.713. Furthermore, the correlativities between each point are besides satisfied by over 0.3. To reason, the show ( reproduction and layout ) of advertizement in manner magazines as the chief factor contributes trade name consciousness.
4.5.2 Ad in Fashion Magazine Contributes to Brand Loyalty
Correlations
LoyaltyTotal
Re-purchase
Preference
Satisfaction
LoyaltyTotal
Pearson Correlation
1
.748**
.726**
.866**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Re-purchase
Pearson Correlation
.748**
1
.304**
.569**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Preference
Pearson Correlation
.726**
.304**
1
.387**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Satisfaction
Pearson Correlation
.866**
.569**
.387**
1
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.4: Correlation Factors of Brand Loyalty
Beginning: Researcher ( Results derived from SPSS )
The figures above point out that trade name trueness correlates positively with all the factors. The highest correlativity is with consumer satisfaction via exposure of advertizement in manner magazines as R = 0.866 ; followed by advertisement in manner magazine affects consumer re-purchase behavior at 0.748 ; in conclusion, consumer penchant is increased by advertisement in manner magazine at 0.726. Meanwhile, all correlativities between item-to-total and inter-item are besides satisfied by & gt ; 0.50 and & gt ; 0.30 severally. Therefore, there is the strongest relationship between consumer satisfaction and entire variable.
4.5.3 Ad in Fashion Magazine Contributes to Brand Association
Correlations
AssociationTotal
Display
Memory
Image
AssociationTotal
Pearson Correlation
1
.782**
.727**
.740**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Display
Pearson Correlation
.782**
1
.408**
.322**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Memory
Pearson Correlation
.727**
.408**
1
.307**
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
Image
Pearson Correlation
.740**
.322**
.307**
1
Sig. ( 1-tailed )
.000
.000
.000
Nitrogen
384
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.5: Correlation Factors of Brand Association
Beginning: Researcher ( Results derived from SPSS )
The anterior figures illustrate that trade name association correlates positively with all the factors. The highest correlativity is with show ( reproduction and layout ) of advertizement in manner magazines as R = 0.782 ; and so, how advertisement in manner magazine improves trade name image as the 2nd factor represented by 0.740 ; the factor as advertisement in manner magazine causes a long-run memory showed at 0.727. Likewise, all correlativities between item-to-total and inter-item are besides satisfied by over 0.50 and over 0.30 severally. Hence, show ( reproduction and layout ) of advertizement in manner magazines plays a really of import function with entire variable.
In this subdivision, research worker examined that how consumers think of the trade name TOPSHOP/TOPMAN. The consequence is shown as below:
Figure 4.4: The Percentage of how the Respondents think of TOPSHOP/TOPMAN
Beginning: Researcher ( Analyzed for the Study )
The highest per centum is 42.2 % that indicates the respondents who think of TOPSHOP/TOPMAN as stylish. Following, the per centum of respondents represent the trade name is bold design ranks at the 2nd as 21.6 % . Whereas, there are really less respondents consider the trade name showed by vernal manner, the per centum is 4.4 % .
4.5.4 Ad in Fashion Magazine Contributes to Perceived Quality
Correlations
QualityTotal
Display
Publisher
Popularity
Monetary value
QualityTotal
Pearson Correlation
1
.773**
.726**
.754**
.814**
Sig. ( 1-tailed )
.000
.000
.000
.000
Nitrogen
384
384
384
384
384
Display
Pearson Correlation
.773**
1
.546**
.317**
.521**
Sig. ( 1-tailed )
.000
.000
.000
.000
Nitrogen
384
384
384
384
384
Publisher
Pearson Correlation
.726**
.546**
1
.347**
.309**
Sig. ( 1-tailed )
.000
.000
.000
.000
Nitrogen
384
384
384
384
384
Popularity
Pearson Correlation
.754**
.317**
.347**
1
.664**
Sig. ( 1-tailed )
.000
.000
.000
.000
Nitrogen
384
384
384
384
384
Monetary value
Pearson Correlation
.814**
.521**
.309**
.664**
1
Sig. ( 1-tailed )
.000
.000
.000
.000
Nitrogen
384
384
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.6: Correlation Factors of Perceived Quality
Beginning: Researcher ( Results derived from SPSS )
The tabular array indicates the correlativities among different dimensions of manner magazine with entire variable. Monetary value of manner magazines as the highest value at R = 0.814 ; secondly, show ( reproduction and layout ) of advertizement in manner magazines as R = 0.773 ; following, popularity factor as 0.754 is more than publishing house ( international/ local ) influence ( R = 0.726 ) . Obviously, perceived quality of trade names correlatives positively with all the factors ; moreover, all correlativities between item-to-total and inter-item are besides satisfied by above 0.50 and above 0.30 severally. Thereby, consumers are normally influenced by monetary value of manner magazines to perceive quality on the trade names.
-Online Advertising Contributes to Apparel Brand Equity
4.5.5 Online Advertising Contributes to Brand Awareness
Correlations
AwarenessTotal
Frequency
Main Channel
AwarenessTotal
Pearson Correlation
1
.844**
.858**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Frequency
Pearson Correlation
.844**
1
.449**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Main Channel
Pearson Correlation
.858**
.449**
1
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.7: Correlation Factors of Brand Awareness in Online Ad
Beginning: Researcher ( Results derived from SPSS )
The results from the study illustrate the highest correlativity is with on-line advertisement as the chief channel to contributes manner apparel trade names awareness as R = 0.858 ; thenceforth, the frequence which online advertisement engages with consumers of manner dress trade names is at 0.844. Meanwhile, all correlativities between item-to-total and inter-item are besides satisfied by & gt ; 0.50 and & gt ; 0.30 ; and entire variable correlatives positively with all the factors. To sum up, most consumers prefer to acknowledge manner apparel trade names by on-line advertizements, furthermore, receptivity and frequence of consumers besides rather high.
4.5.6 Online Advertising Contributes to Brand Image
Correlations
ImageTotal
Website
Image
ImageTotal
Pearson Correlation
1
.834**
.861**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Website
Pearson Correlation
.834**
1
.437**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Image
Pearson Correlation
.861**
.437**
1
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.8: Correlation Factors of Brand Image in Online Ad
Beginning: Researcher ( Results derived from SPSS )
Two figures come from the study show the highest correlativity is with how on-line advertisement improves trade name image as R = 0.861 ; thenceforth, constitution of official web site as the 2nd chief factor represented by 0.834. Meanwhile, all correlativities between item-to-total and inter-item are besides satisfied by & gt ; 0.50 and & gt ; 0.30 ; and entire variable correlatives positively with all the factors. To sum up, on-line advertisement is indispensable to better manner dress trade names image.
-Outdoor Advertising Contributes to Apparel Brand Equity
4.5.7 Outdoor Advertising Contributes to Brand Awareness
Correlations
AwarenessTotal
Frequency
Main Channel
AwarenessTotal
Pearson Correlation
1
.883**
.854**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Frequency
Pearson Correlation
.883**
1
.510**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Main Channel
Pearson Correlation
.854**
.510**
1
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.9: Correlation Factors of Brand Awareness in Outdoor Ad
Beginning: Researcher ( Results derived from SPSS )
The highest correlativity is with frequence which outdoor advertisement engages to consumers of manner dress trade names at 0.883 in this tabular array ; following, out-of-door advertisement as the chief channel to contributes manner apparel trade names awareness as R = 0.854. Likewise, all correlativities between item-to-total and inter-item are besides satisfied by more than 0.50 and more than 0.30 ; and entire variable correlatives positively with all the factors. Therefore, out-of-door advertisement chiefly enhances to manner dress trade name consciousness by receptivity and frequence with consumers.
4.5.8 Outdoor Advertising Contributes to Brand Image
Correlations
ImageTotal
Memory
Image
ImageTotal
Pearson Correlation
1
.902**
.916**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Memory
Pearson Correlation
.902**
1
.654**
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
Image
Pearson Correlation
.916**
.654**
1
Sig. ( 1-tailed )
.000
.000
Nitrogen
384
384
384
** . Correlation is important at the 0.01 degree ( 1-tailed ) .
Table 4.10: Correlation Factors of Brand Image in Outdoor Ad
Beginning: Researcher ( Results derived from SPSS )
The tabular array points out that the highest correlativity is with how out-of-door advertisement improves trade name image as R = 0.916 ; after that, as the 2nd chief factor as out-of-door advertisement improves long-run memory represented by 0.902. Furthermore, all correlativities between item-to-total and inter-item are besides satisfied by & gt ; 0.50 and & gt ; 0.30 ; and entire variable correlatives positively with all the factors. All in all, out-of-door advertisement is able to better manner dress trade names image more than increase long-run memory in consumers ‘ head.
4.6 Hypothesis Testing
Arrested development can be used to analyze the relationship between a individual metric dependant variable and one or more metric independent variables ( Hair, Bush and Ortinau, 2006, p568 ) .
-Advertising in Fashion Magazine Contributes to Apparel Brand Equity
4.6.1 Ad in Fashion Magazine Contributes to Brand Awareness
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.630a
.397
.395
.680
a. Forecasters: ( Constant ) , AwarenessTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
116.128
1
116.128
251.179
.000a
Residual
176.611
382
.462
Entire
292.740
383
a. Forecasters: ( Constant ) , AwarenessTotal
B. Dependent Variable: Brand Awareness
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
.874
.183
4.771
.000
AwarenessTotal
.795
.050
.630
15.849
.000
a. Dependent Variable: Brand Awareness
Table 4.11: Multiple Regression of Brand Awareness
Beginning: Researcher ( Results derived from SPSS )
Based on the Table 4.11 above, the Model Summary of table indicates R-square as 0.397. R-square figures represent the per centum of fluctuation in one variable which is affected by another variable ( Hair, Bush and Ortinau, 2006, p564 ) ; hence, it means that 39.7 % of fluctuation in trade name consciousness ( dependent variable ) can be explained from the one independent variable.
In the ANOVA tabular array, it shows that the chance degree ( Sig. ) of overall theoretical account is.000, it means that there are.000 opportunities the arrested development theoretical account consequences come from a population where the R-square really is.00 ; there are zero opportunities out of 1,000 that the correlativity coefficient is.00 ( Hair, Bush and Ortinau, 2006, p569 ) .
To find the dependent variable as trade name consciousness is influenced by advertisement in manner magazine significantly, the information provide in Coefficient tabular array. Beta Coefficient is an estimated arrested development coefficient that has been recalculated to hold a mean of 0 and a standard divergence of 1. Such a alteration enables independent variables with different units of measuring to be straight compared on their association with the dependant variable ( Hair, Bush and Ortinau, 2006, p567 ) . Looking at Standardized Coefficients Beta exposes that trade name consciousness sum has a beta coefficient of 0.630 which is important ( .000 ) . It means this hypothesis is supported, and the factors of advertisement in manner magazine are related to dress trade name consciousness edifice.
4.6.2 Ad in Fashion Magazine Contributes to Brand Loyalty
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.467a
.218
.216
.975
a. Forecasters: ( Constant ) , LoyaltyTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
101.163
1
101.163
106.359
.000a
Residual
363.337
382
.951
Entire
464.500
383
a. Forecasters: ( Constant ) , LoyaltyTotal
B. Dependent Variable: Brand Loyalty
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
1.265
.228
5.542
.000
LoyaltyTotal
.701
.068
.467
10.313
.000
a. Dependent Variable: Brand Loyalty
Table 4.12: Multiple Regression of Brand Loyalty
Beginning: Researcher ( Results derived from SPSS )
Based on the Table 4.12 above, the Model Summary of table indicates R-square as 0.216 ; hence, it means that 21.6 % of fluctuation in trade name trueness ( dependent variable ) can be explained from the one independent variable. Meanwhile, the chance degree ( Sig. ) of overall theoretical account is.000.
To find the dependent variable as trade name trueness is influenced by advertisement in manner magazine significantly, the information provide in Coefficient tabular array. Looking at Standardized Coefficients Beta exposes that trade name trueness sum has a beta coefficient of 0.467 which is important ( .000 ) . It means this hypothesis is proved, and there are positive relationship between the factors of advertisement in manner magazine and dress trade name trueness edifice.
4.6.3 Ad in Fashion Magazine Contributes to Brand Association
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.643a
.414
.412
.767
a. Forecasters: ( Constant ) , AssociationTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
158.787
1
158.787
269.741
.000a
Residual
224.870
382
.589
Entire
383.656
383
a. Forecasters: ( Constant ) , AssociationTotal
B. Dependent Variable: Brand Association
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
.606
.156
3.898
.000
AssociationTotal
.781
.048
.643
16.424
.000
a. Dependent Variable: Brand Association
Table 4.13: Multiple Regression of Brand Association
Beginning: Researcher ( Results derived from SPSS )
Based on the Table 4.13 above, the Model Summary of table indicates R-square as 0.414 ; hence, it means that 41.4 % of fluctuation in trade name association ( dependent variable ) can be explained from the one independent variable. Furthermore, the chance degree ( Sig. ) of overall theoretical account is.000 in the ANOVA tabular array.
The information which provided in Coefficient tabular array, showing the dependant variable as trade name association is influenced by advertisement in manner magazine significantly ; furthermore, Standardized Coefficients Beta exposes that trade name association sum has a beta coefficient of 0.643 which is important ( .000 ) . This hypothesis is supported by the factors of advertisement in manner magazine are impacted apparel trade name association edifice.
4.6.4 Ad in Fashion Magazine Contributes to Perceived Quality
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.632a
.399
.397
.577
a. Forecasters: ( Constant ) , QualityTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
84.373
1
84.373
253.575
.000a
Residual
127.104
382
.333
Entire
211.477
383
a. Forecasters: ( Constant ) , QualityTotal
B. Dependent Variable: PerceivedQuality
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
1.014
.112
9.021
.000
QualityTotal
.583
.037
.632
15.924
.000
a. Dependent Variable: PerceivedQuality
Table 4.14: Multiple Regression of Perceived Quality
Beginning: Researcher ( Results derived from SPSS )
The Model Summary of Table 4.14 indicates R-square as 0.399 ; hence, it means that 39.9 % of fluctuation in sensed quality ( dependent variable ) can be interpreted from the one independent variables. Besides, the chance degree ( Sig. ) of overall theoretical account is.000 which displayed in table ANOVA.
How consumers perceive the quality of manner dress trade names as a dependant variable is influenced by advertisement in manner magazine. Showing on Coefficient tabular array, Standardized Coefficients Beta points out that perceived quality sum has a beta coefficient of 0.632 which is important ( .000 ) . Therefore, the hypothesis is supported ; likewise, the factors of advertisement in manner magazine aid to heighten consumers perceive manner dress trade names quality.
-Online Advertising Contributes to Apparel Brand Equity
4.6.5 Online Advertising Contributes to Brand Awareness
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.748a
.560
.559
.670
a. Forecasters: ( Constant ) , AwarenessTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
217.858
1
217.858
485.749
.000a
Residual
171.327
382
.448
Entire
389.185
383
a. Forecasters: ( Constant ) , AwarenessTotal
B. Dependent Variable: BrandAwareness
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
1.063
.111
9.586
.000
AwarenessTotal
.779
.035
.748
22.040
.000
a. Dependent Variable: BrandAwareness
Table 4.15: Multiple Regression of Brand Awareness in Online Ad
Beginning: Researcher ( Results derived from SPSS )
Harmonizing to the anterior Table 4.15, the Model Summary shows that R-square equal to 0.560 ; hence, it means that 56.0 % of fluctuation in trade name consciousness ( dependent variable ) can be revealed by the one independent variable. In add-on, the chance degree ( Sig. ) of overall theoretical account which indicate in ANOVA tabular array is.000.
The dependant variable as trade name consciousness is influenced by on-line advertisement evidently as the information provide in Coefficient tabular array. Standardized Coefficients Beta reveals that trade name consciousness sum has a beta coefficient of 0.748, besides, the important satisfies by ( .000 ) . Thereby, the hypothesis is proved, and the factors of on-line advertisement contribute to dress trade name consciousness edifice.
4.6.6 Online Advertising Contributes to Brand Image
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.609a
.370
.369
.630
a. Forecasters: ( Constant ) , ImageTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
89.162
1
89.162
224.703
.000a
Residual
151.578
382
.397
Entire
240.740
383
a. Forecasters: ( Constant ) , ImageTotal
B. Dependent Variable: BrandImage
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
1.717
.106
16.270
.000
ImageTotal
.504
.034
.609
14.990
.000
a. Dependent Variable: BrandImage
Table 4.16: Multiple Regression of Brand Image in Online Ad
Beginning: Researcher ( Results derived from SPSS )
The Model Summary of Table 4.16 above indicates R-square as 0.370 ; it means that 37 % of fluctuation in trade name image ( dependent variable ) can be represented from the one independent variables. Likewise, the chance degree ( Sig. ) of overall theoretical account is.000, shown as ANOVA tabular array.
The dependant variable as trade name image is impacted by online advertisement which provide in Coefficient tabular array. Thereafter, Standardized Coefficients Beta illustrates that trade name image sum has a beta coefficient of 0.609 which important peers to.000. Therefore, this hypothesis is proved, and the factors of on-line advertisement contribute to better dress trade name image.
-Outdoor Advertising Contributes to Apparel Brand Equity
4.6.7 Outdoor Advertising Contributes to Brand Awareness
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.656a
.430
.428
.699
a. Forecasters: ( Constant ) , AwarenessTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
140.950
1
140.950
288.111
.000a
Residual
186.883
382
.489
Entire
327.833
383
a. Forecasters: ( Constant ) , AwarenessTotal
B. Dependent Variable: BrandAwareness
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
1.393
.114
12.229
.000
AwarenessTotal
.621
.037
.656
16.974
.000
a. Dependent Variable: BrandAwareness
Table 4.17: Multiple Regression of Brand Awareness in Outdoor Ad
Beginning: Researcher ( Results derived from SPSS )
The Model Summary expresses R-square as 0.430 in Table 4.17 antecedently ; it means that 43 % of fluctuation in manner dress trade name consciousness ( dependent variable ) can be influenced from the one independent variable. Furthermore, in ANOVA tabular array, the chance degree ( Sig. ) of overall theoretical account is.000.
In Coefficient tabular array, manner dress trade name consciousness as a dependant variable is influenced by out-of-door advertisement evidently. Standardized Coefficients Beta exposes that trade name consciousness sum has a beta coefficient of 0.656 which is important ( .000 ) . Hence, the hypothesis is supported, and the factors of out-of-door advertisement aid to construct dress trade name consciousness.
4.6.8 Outdoor Advertising Contributes to Brand Image
Model Summary
Model
Roentgen
R Square
Adjusted R Square
Std. Mistake of the Estimate
1
.652a
.425
.423
.595
a. Forecasters: ( Constant ) , ImageTotal
ANOVAb
Model
Sum of Squares
df
Mean Square
F
Sig.
1
Arrested development
99.941
1
99.941
282.171
.000a
Residual
135.299
382
.354
Entire
235.240
383
a. Forecasters: ( Constant ) , ImageTotal
B. Dependent Variable: BrandImage
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
T
Sig.
Bacillus
Std. Mistake
Beta
1
( Constant )
2.244
.091
24.691
.000
ImageTotal
.504
.030
.652
16.798
.000
a. Dependent Variable: BrandImage
Table 4.18: Multiple Regression of Brand Image in Outdoor Ad
Beginning: Researcher ( Results derived from SPSS )
Depend on anterior Table 4.18, the Model Summary illustrates R-square as 0.425 ; hence, it means that 42.5 % of fluctuation in trade name image ( dependent variable ) can be derived from the one independent variable. Following, the chance degree ( Sig. ) of overall theoretical account is.000 as ANOVA tabular array indicating.
To analyze the dependant variable as trade name image is affected by out-of-door advertisement significantly. In Coefficient tabular array, Standardized Coefficients Beta represents that trade name image sum has a beta coefficient of 0.652 which important peers to.000. Therefore, the factors of out-of-door advertisement contribute to constructing dress trade name image, this hypothesis is proved.
4.7 Discussions of Findingss with Literature
To sum up, the highest R-square is on-line advertisement affects trade name consciousness as 0.560, the Beta coefficient =0.748. For manner magazine advertisement, the highest R-square is its part of trade name association as 0.414, the Beta coefficient =0.643. To contrast, the lowest R-square is the influence of manner magazine advertisement on keeping trade name trueness as 0.218, the Beta coefficient =0.467. Besides, out-of-door advertisement contributes to dress trade name equity which separated by trade name consciousness and image ; the influences which exposed by the figures of R-square are quiet similar, approximately as 0.430.
Hypothesis
No. of Items
R-square
Beta
coefficient
Ad in Fashion Magazine
Brand Awareness
3
.397
.630
Brand Loyalty
3
.218
.467
Brand Association
3
.414
.643
Perceived Quality
4
.399
.632
Online Ad
Brand Awareness
2
.560
.748
Brand Image
2
.370
.609
Outdoor Ad
Brand Awareness
2
.430
.656
Brand Image
2
.425
.652
Table 4.19: Summary of Hypothesis Testing
Beginning: Researcher ( Analyzed for the Study )
4.7.1 Ad in Fashion Magazine Reaches Potential Target Group
The consequence of study expressed that advertisement in manner magazine can make the possible mark group who are around15-35 old ages old as 67.3 % . The remainder of 32.7 % respondents do non hold the reading wont on manner magazine, but they still read magazines on occasion.
As referred to Chapter 2, Duncan ( 2005 ) regarded that most magazines are capable specific. Although there are a few general-interest magazines which include the huge bulk of magazines focus on one country. Therefore, the greatest strengths can assist to choose their mark audience. Similarly, Belch and Belch ( 2009 ) said utilizing magazine as an advertisement medium is its selectivity which is an ability to make a specific mark audience. It allows advertizers to aim their advertisement to sections of the population who buy their merchandises based on involvements. Likewise, Fill ( 2009 ) besides pointed out magazines are able to make rather specialised audiences and be given to be selective in footings of the messages they carry. The print media are most suited for messages designed when high engagement is present in the mark market.
To sum up, this research confirms the anterior research evidently, the battle of manner magazine to the possible mark consumers of manner dress trade names is efficient.
-Advertising in Fashion Magazine Contributes to Apparel Brand Equity
4.7.2 Ad in Fashion Magazine Contributes to Brand Awareness
As the Table 4.19 illustrates, advertisement in manner magazine as an independent variable affect manner dress trade name consciousness: R-square = 0.397 ; Beta Coefficient = 0.630. It means that there is a positive relationship between manner magazine advertisement and dress trade names awareness. The higher receptance of magazine as a large strength make manner dress advertisement engage with the client often, if the show ( reproduction and layout ) and thought of advertizement are originative to pull manner apparel client ‘s eyes, the influence of manner magazine advertisement to dress trade name consciousness edifice is seen as 39.7 % .
As referred to in Chapter 2, harmonizing to Edell, Staelin ( 1983 ) and Moriarty ( 1987 ) , images which show on magazine are simple to treat and easy to retrieve, as a consequence in faster acknowledgment of trade name or merchandise. Furthermore, Bradley, Greenwald, Petry and Lang ( 1992 ) noted images have ability to do an emotional callback ; hence, this property of print advertisement will be a large advantage to lend trade name consciousness. For this research, the result is effectual to turn out the past researches in manner dress industry.
To reason, use of manner magazine advertisement helps to spread out dress trade names awareness is confirmed ; likewise, trade name consciousness as a important index predicts toward trade name equity.
4.7.3 Ad in Fashion Magazine Contributes to Brand Loyalty
The consequence of study showed as Table 4.19, the Beta Coefficient of manner magazine advertisement which impacts manner dress trade name trueness is 0.467, and R-square = 0.218. Compared to other elements of trade name equity that influenced by advertisement in manner magazine, there is a weaker impact to keep apparel trade names loyalty through manner magazine advertisement.
As mentioned before, Goodyear ( 1996 ) referred to trade names can be differentiated by some lifestyle advertisement to accomplish the client trueness. Similarly, Carroll ( 2009 ) regarded pint advertisement as an of import tool leads to positive associations and creates trade name image by utilizing famous persons to derive and remind attending ; support promotion ; consequence in positive trade name trueness. This study points out the state of affairs which is rather similar to the literature. Customers generate trueness on the specific trade name, as a consequence in a peculiar buying behavior which involves with re-purchase, penchant, and client satisfaction etc. This complex procedure is strongly influences by engagement of famous persons and creativity ; nevertheless, manner magazine advertisement aid to keep client trueness by the advantages as aiming possible clients, higher receptance, and periodical.
Therefore, the map of manner magazine advertisement contributes to trade name trueness is proved ; and yet, there is no strong impact to make trade name trueness by magazine.
4.7.4 Ad in Fashion Magazine Contributes to Brand Association
Seen as Table 4.19, the R-square of manner magazine generates trade name association peers to 0.414 ; besides, the Beta Coefficient is 0.643. Therefore, manner dress trade names are impacted positively by magazine to make better and impressive association.
Looking back on Chapter 2, Keller ( 2003 ) analysed magazine is first-class to construct imagination imposingly to audiences toward trade name, such as Calvin Klein, Tommy Hilfiger, and Guess, have created strong non-product associations through print advertisement. No surprise, Chowdhury, Olsen and Pracejus ( 2008 ) researched that print advertisement causes a positive response by executing a individual advertizement with multiple images often. The combination of multiple advertisement constituents reflects overall emotional response to take a more positive response which associates with trade name. In this instance, the show ( reproduction and layout ) of advertizement in magazine is the chief portion to affect audiences ; and helps to construct upper category image associate with trade name ; consequence in keeping a long-run memory. Hence, there is an efficient method to do the consumer think of the trade name across magazine advertisement ; the impact of manner magazine advertisement on heightening trade name association can be evaluated as 41.4 % .
4.7.5 Ad in Fashion Magazine Contributes to Perceived Quality
The R-square of perceived quality which is caused by manner magazine advertisement peers to 0.399 ; and so, the Beta Coefficient is 0.632 shown on Table 4.19. Thereby, manner magazine advertisement enhances consumers perceive the quality and characteristic of dress trade names positively.
Harmonizing to Steenkamp, Batra, and Alden ( 2003 ) have indicated that consumer perceptual experiences perform greater assurance in merchandise quality which related with trade name, as the globalisation of a trade name leads to higher purpose to buy. In term of magazine, Homer ( 1995 ) represented that the large-sized advertisement was better designed and driven more attending to keep consumers. The heightened design perceptual experiences and attending led to heighten perceptual experiences of quality and trade name, overall attitudes, and behavioural purpose. In anterior research, Kirmani ( 1990 ) suggested consumers ‘ perceptual experience to the merchandise trade name and quality are positively related to advertisement costs except consumers may experience advertisement is controlled deliberately at an inordinate degrees.
Depend on this research, the result supports old researches, consumers perceive quality and characteristic of trade name by judging from the show of advertizement, different publishing house, popularity ( Ranking ) , and monetary value of manner magazine. By and large talking, if manner magazines publish by international publishing house with higher monetary value place ; moreover, they are more popular and more flexible originative show ; those factors will extremely drive consumers perceive quality and characteristic of trade name to be upper category.
-Online Advertising Contributes to Apparel Brand Equity
4.7.6 Online Advertising Contributes to Brand Awareness
As the information is offered by Table 4.19, the R-square of trade name consciousness which is caused by on-line advertisement peers to 0.560 ; and so, the Beta Coefficient is 0.748. Hence, there is an obvious influence on edifice trade name consciousness by on-line advertisement ; it is seen as 56 % of addition in manner dress trade name consciousness impacted by on-line advertisement.
Dreze and Hussherr ( 2003 ) represented the streamer advertisement has a strong effectivity on traditional memory-based step. The on-line message enhances frequence of callback on both advertisement and trade name consciousness by repeat effects. Next, Geoff ( 2007 ) indicated more and more consumers are willing to pass clip on cyberspace over than any other traditional media which continue to be used by most organisations. Hence, sellers have a better manner talk to their mark audiences via this fast-moving channel without geographic barrier ; moreover, making a utile upheaval in trade name consciousness by bring forthing a personality of trade name that matches the values in the consumer physical demands. This research better proves old surveies, people ‘s lifestyle become busy, they prefer to utilize cyberspace as usual. Therefore, cyberspace as a bran-new channel introduces the new manner tendency rapidly alternatively of traditional media, involve with e-magazine, on-line purchase, and constitution of official web site, the information about manner trade names spreads widely without any barriers. The consequence of study indicates that on-line advertisement as the highest per centum: 56 % contributes to constructing manner dress trade name consciousness.
4.7.7 Online Advertising Contributes to Brand Image
In Table 4.19, the Beta Coefficient of on-line advertisement physiques manner dress trade name image is 0.609 ; the R-square peers to 0.370. Thereby, the effectivity of on-line advertisement physiques trade name image is assessed as 37 % positively.
Turning back to Chapter 2, Kwon and Lennon ( 2009 ) revealed on-line public presentation straight impacts consumers ‘ perceptual experiences, outlooks, and trueness sing multi-channel retail merchants ; therefore, making better trade name image of advertised merchandise. For anterior research, Goldsmith and Lafferty ( 2002 ) analysed a alone advertisement attack for heightening trade name equity in the online environment is the design of dedicated web sites for trade names. Furthermore, Ha and Chan-Olmsted ( 2004 ) found that the web site of trade names had a important consequence on edifice trade name image during consumer visits, every bit good as there is the best opportunity to acquire in touch with their favourite trade names. For this survey, the consequences strongly agree with the old research, on-line advertisement is necessary to better manner dress trade names image. With constitution of official web site, manner dress trade names launch the new tendency and keep the desirable trade name image in the same clip. Furthermore, rely on the website use, every bit good as a platform boosts the efficiency of advertisement.
-Outdoor Advertising Contributes to Apparel Brand Equity
4.7.8 Outdoor Advertising Contributes to Brand Awareness
The Beta Coefficient of out-of-door advertisement physiques manner dress trade name consciousness is 0.656 which is shown on Table 4.19, the R-square = 0.430. Hence, there is a positive relationship between out-of-door advertisement and trade name consciousness edifice.
As Chapter 2 regarded, McGann and Russell ( 1988 ) indicated out-of-door advertisement brings about efficient impact on edifice trade name consciousness by instant visibleness. Due to outdoor advertisement is better to aim most sections of the population by a wider range rate with high frequence ; reenforcing a long-run memory for advertised trade name. Besides, King and Tinkham ( 1989 ) analysed on out-of-door advertisement creates and maintains trade name consciousness through advertised message with the high degrees of frequence. Outdoor run is able to heighten the callback of trade name significantly ; similarly, reassigning recall effects to word-of-mouth. In this research, part of out-of-door advertisement on extend manner dress trade name consciousness is confirmed by the result of study. Outdoor advertisement creates strong image on the specific trade name by the powerful ocular daze to catch consumers imposingly, and aiming the consumers widely.
4.7.9 Outdoor Advertising Contributes to Brand Image
As the Table 4.19 exposed, the Beta Coefficient of out-of-door advertisement addition manner dress trade name image is 0.652 ; and the R-square illustrates as 0.425. Consequently, the effectivity of out-of-door show encouragements trade name image is evaluated as 42.5 % positively.
In Chapter 2, Naveen, Joseph, and Mukesh ( 1993 ) confirmed out-of-door advertisement is effectual to make trade name consciousness with the information which may assist consumers perceive trade name image such as monetary value or way ; owing to outdoor show becomes acceptable progressively. Besides, Mukesh, Naveen and Rosanne ( 1994 ) besides measured effectivity of out-of-door show to advance acknowledgment of brand/ merchandise in the industry. They noted the popularity of the trade name company controlled the differences in acknowledgment ; more widely known trade name images are easy to be recalled through out-of-door advertizement. This study expresses that outdoor show has a important influence on improve advertised trade name image ; moreover, actuate consumers perceive the trade name image at an upper category.
4.8 Interview
The research worker conducted face to confront interviews with the frequent VIP clients of TOPSHOP, the content covered the countries that advertisement in manner magazine contributes to trade name trueness, trade name association, and perceived quality. The consequence indicated that the position of VIP clients supported the hypothesis every bit good.
Harmonizing to Kotler and Armstrong ( 2010 ) illustrated there are five personal factors which affect on consumer behaviour, including: age/life-cycle phase, business, economic state of affairs, lifestyle, and personality/self-concept. Therefore, depend on rather different personal profile of interviewees resulted in assorted purchasing behaviour for the same trade name, and the comparing between two typical clients is really worthwhile.
4.8.1 Brand Loyalty
The interviewees represented the chief ground force them to re-purchase at TOPSHOP often is design. TOPSHOP/TOPMAN has a important advantage as fast with manner tendency ; it launches new aggregation at least one time per month. Therefore, they normally shop at TOPSHOP two-three times per month. For older interviewee, manner magazine advertisement has a strong influence on bettering the trade name penchant. However, the younger interviewee indicated she prefer to seek the favourable information online instead than reading magazine. Due to some item information can non be display absolutely through magazine such as: monetary value, size of aggregation, whether sold out or non, etc.
To sum up, although manner magazine advertisement is the major channel to present the manner tendency and design, but TOPSHOP chiefly hold their clients by presenting new information through electronic mail.
4.8.2 Brand Association
TOPSHOP/TOPMAN normally engages with ace theoretical account as Kate Moss, associates with British high street manner which is adequate to stand for the manner of western civilization: individualist, bold, party manner, upper category, etc. There is a big benefit to expose the nucleus plus of TOPSHOP/TOPMAN by high quality reproduction and originative layout of magazine. Both consumers represented they evaluated TOPSHOP otherwise from other trade names through manner magazine advertisement. Therefore, manner magazine has a strong influence on edifice trade name association.
4.8.3 Perceived Quality
Both interviewees illustrated that largely prestige, publishing house of magazine, and design of advertizement evidently affects them to comprehend the trade name quality and characteristic. The older interviewee specially referred to outdoor show enhanced appraisal of the trade name. Importantly, the originative content of advertizement will be the chief factor to impact consumers to mensurate the trade name quality and characteristic.
To sum up, manner magazine advertisement maintains consumer ‘s trueness for specific trade name ; improves the association and maintain a long-run memory around the trade name, and helps to measure the trade name quality and characteristic at upper degree. But the influences to each field are uneven ; manner magazine advertisement contributes to trade name association at most.
4.9 Drumhead
The entire research results were indicated by figures, tabular arraies, and graphs. First, Cronbach ‘s alpha pointed out internal consistence among points to guarantee the dependability of this research. Next, Correlation analysis helped to warrant the relationship between total-to-items, and item-to-item. After that, hypotheses proving examined on hypotheses whether are supported or non ; similarly, exposed the influence of each medium. Finally, the consequences discussed with the literatures critically.