The Impact of Brand Loyalty on Logo Redesigns Evaluation: A Study of Starbucks' Logo Change

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Table of Contents

CHAPTER 4: DATA ANALYSIS1

Purpose1

Section II1

Data Analysis1

Correlation Analysis3

Sec III6

Brand Attitude7

Brand Satisfaction9

Hypothesis Testing10

For question 110

For question 213

Behavioral loyalty13

Attitudinal loyalty16

CHAPTER 5: DISCUSSION AND CONCLUSION20

REFERENCES25

APPENDICES29

CHAPTER 4: DATA ANALYSIS

Purpose

To delve in Starbucks' customers' perception towards their logo redesign

To explore the role of brand loyalty on consumer response to logo redesign

Section II

Data Analysis

Statistics

2.3 [I will buy Starbucks coffee the next time I buy coffee]

2.3 [I intend to keep purchasing Starbucks coffee]

2.4 [I am committed to Starbucks]

2.4 [I would be willing to pay a higher price for Starbucks coffee over other brands]

N

Valid

203

203

203

203

Missing

0

0

0

0

Mean

3.40

3.12

2.86

2.92

The above table shows the frequency distribution for the section 2 of the data set, it shows that we have a total of 203 valid responses who have bought a coffee at Starbuck and at the same time knew that Statbuck has changed their logo. The aim of this section is to divide the valid respondents into six categories. The results suggest that the consumers of the Starbuck possess high behavioural loyalty as the magnitude of the mean is greater than three. The table below shows that only 4.9% of the valid responses have weak or no behavioural loyalty whereas cummulatevily it can be said that approximately 80% of the valid respondents have high behavioral loyalty. The results also suggests that the respondents of the Starbucks have mediate attitudinal loyalty as the magnitude of the mean is approximately three and we have coded 3 as the mediate attitudinal loyalty.

The table above shows that 71% of the valid respondent's posse's high behavioral loyalty, while only 28% of the respondents show weak or no behavioral loyalty. Overall it can be suggested that the valid show high behavioral loyalty.

The table above shows the frequencies for the attitudinal loyalty questions i.e. 2.4, it can be seen that 30% of the total respondents in the left side of the table agree that they are committed to the Starbucks which shows the mediate attitudinal loyalty of the consumers. While, the right side table shows those who posses mediate attitudinal loyalty represents 35% of the total respondents.

Correlation Analysis

Correlations

 

 

2.1 [I trust Starbuck]

2.1 [I rely on Starbucks]

2.1 [Starbucks is an honest brand]

2.1 [This brand is safe]

2.3 [I will buy Starbucks coffee the next time I buy coffee]

Pearson Correlation

0.50669

0.49013

0.48086

0.40866

 

Sig. (1-tailed)

6.13246E-15

5.75988E-14

1.91642E-13

7.10808E-10

 

N

203

203

203

203

2.3 [I intend to keep purchasing Starbucks coffee]

Pearson Correlation

0.3495

0.56691

0.41380

0.28727

 

Sig. (1-tailed)

1.59328E-07

5.86877E-19

4.21314E-10

1.62104E-05

 

N

203

203

203

203

**. Correlation is significant at the 0.01 level (1-tailed).

 

 

 

 

 

Correlation is a measure of the dependent variables. Pearson correlation is best known. In calculating the Pearson correlation assumes that the variables are measured, at least in an interval scale. The correlation coefficients vary from -1.00 to +1.00. Note the extreme values ??of the correlation coefficient. The value of -1.00 means that the variables have strong negative correlation. The value of +1.00 means that the variables have a strong positive correlation. Note that the value of 0.00 indicates no correlation.

The table above shows the correlation between the two variables i.e. 2.1 and 2.3, the results suggest that there exists positive relationship between the ...