Applied Biz Research

Assessing the effectiveness of the marketing efforts of Samsung

Business Scenario

The CEO of the company express concerns around;

how to asses effectiveness of the marketing efforts?

The CEO shares a concern regarding how to delineate the impact of marketing efforts on
the brand health in short run. Most of the indices used in the brand equity model our
reflecting long term perspective.
 Questionnaire Scenario

He asks you to formulate a detailed research report. The emphasis of research report
should be on following questions?
• How to reflect impact of quarterly marketing efforts on brand equity, knowing it is
very difficult show impact on brand equity in the short run.
• How would you resolve the problem????
• What is brand equity of our brand????
• What is brand equity of our close competitor? ONE-SAMPLE TTEST
• What is the brand attachment towards our brand and towards the competitor? State
the important bAttach variables: delighted etc.
• How to assess impact of marketing campaigns on brand equity: NPI Index or paired
ttest
• [Assuming there are Two or Three campaigns in a year]
 Solution and questionnaire development

Please specify your plan of action to initiate the research …

Please enlist potential problems and possible solutions…

Dimensionality test (Factor Analysis)
Reliability Test
Reverse Coding
Multiple Regression on basis of
Aaker’s Model
Graphical Model by Aaker

3 Independent
Variables

Dependent
Variable
• Hypothesis developed on the basis of Aaker’s Model:
H1:
• Ho: Brand Loyalty does not have a positive impact on Brand Equity
• H1: Brand Loyalty does have a positive impact on Brand Equity
H2:
• Ho: Brand Awareness does not have a positive impact on Brand Equity
• H1: Brand Awareness does have a positive impact on Brand Equity
H3:
• Ho: Perceived Quality does not have a positive impact on Brand Equity
• H1: Perceived Quality does have a positive impact on Brand Equity
Results of Multiple Regression
Multiple linear regression analysis was used to develop a model for predicting positive impact of Brand
Loyalty, Brand Awareness and Perceived Quality on Brand Equity. The three predictors account for 79% of the
variance in Brand Equity, F = 104.7, p<.05, R2=.791. The 2 predictors i.e. Brand Loyalty & BAwareness were
showing statistically significant predictive beta coefficients, where, total Brand Loyalty β2 = .64 p<.05, total
BAwareness B3 = .42 p<.05. While, 1 predictor i.e. total PQ shows insignificant result i.e. total PQ β1 = -.12,
p>.05.
How to reflect impact of quarterly marketing efforts on brand
equity, knowing it is very difficult show impact on brand equity
in the short run

Relationship testing btw Short &

Long term Variables
1. Median Split & Chi-square method
2. Correlation Method
1. Median Split & Chi-square Analysis
• Each short term construct (Pre Brand Attributes & Attachment) were
converted as grouping variable using median split technique
• 2 brand equity constructs (Post total Bawareness & B Loyalty) was
converted as grouping variable using median split technique
Chi-square test - Hypothesis
H1
• Ho : There is no difference between the level of Brand Loyalty and the
satisfaction level of Samsung customers on its Brand Attributes.
• H1 : There is difference between the level of Brand Loyalty and the
satisfaction level of Samsung customers on its Brand Attributes.
H2
• Ho : There is no difference between the level of Brand Awareness and the
satisfaction level of Samsung customers on its Brand Attributes.
• H1 : There is difference between the level of Brand Awareness and the
satisfaction level of Samsung customers on its Brand Attributes.
H3
• Ho : There is no difference between the level of Brand Loyalty and the
level of Brand Attachment amongst Samsung customers.
• H1 : There is difference between the level of Brand Loyalty and the level
of Brand Attachment amongst Samsung customers.
H4
• Ho : There is no difference between the level of Brand Awareness and the
level of Brand Attachment amongst Samsung customers.
• H1 : There is difference between the level of Brand Awareness and the
level of Brand Attachment amongst Samsung customers.
Chi-square Test Results (Attributes)
• Chi-square results for all Pre Attribute variables against Post Total
Brand Loyalty:
Attributes Pearson Chi-sq value, Phi & Cramer Significance, Strength of Association

Camera P = 0.001, 0.361 Significant , Medium

Ram/Speed P =0.106 , 0.174 Insignificant , Small
Weight P = 0.007 ,0.287 Significant , Small
Screensize P = 0.099 , 0.177 Insignificant , Small
User interface P = 0.001 , 0.368 Significant , Medium
Warranty P = 0.007 , 0.290 Significant , Small
Multi-functionality P = 0.002 , 0.333 Significant , Medium
Connectivity P = 0.109 , 0.172 Insignificant , Small
Chi-square Test Results (Attributes)
• Chi-square results for all Pre Attribute variables against Post Total
Brand Awareness:
Attributes Pearson Chi-sq value, Phi & Cramer Significance, Strength of Association

Camera P = 0.024, 0.243 Significant , Small

Ram/Speed P = 0.007 ,0.290 Significant , Small
Weight P = 0.002, 0.332 Significant , Medium
Touchscreen P = 0.058 , 0.203 Insignificant , Small
User interface P = 0.010 , 0.277 Significant , Small
Warranty P = 0. 039, 0.221 Significant , Small
Multi-functionality P = 0.002 , 0.333 Significant , Medium
Connectivity P = 0.047 , 0.213 Significant , Small
 Chi-square Test Results (Attachment)
• Correlation results for all Pre Attachment variables against Post Total
Brand Loyalty:
Variables Pearson Correlation value, P-value Significance, Strength of
Association
Affectionate P = 0.001 , 0.364 Significant , Medium
Friendly P = 0.004 , 0.312 Significant , Medium
Loved P = 0.003 , 0.321 Significant , Medium
Peaceful P = 0.100 , 0.177 Insignificant , Small
Passionate P = 0.028 , 0.236 Significant , Small
Delighted P = 0.000 , 0.417 Significant , Medium
Captivated P = 0.005 , 0.299 Significant , Small
Connected P = 0.013 , 0.267 Significant , Small
Bonded P = 0.003 , 0.314 Significant , Medium
Attached P = 0.022 , 0.245 Significant , Small
 Chi-square Test Results (Attachment)
• Correlation results for all Pre Attachment variables against Post Total
Brand Awareness:
Variables Pearson Correlation value, P-value Significance, Strength of Association

Affectionate P = 0.008 , 0.286 Significant , Small

Friendly P = 0.006 , 0.295 Significant , Small
Loved P = 0.029, 0.234 Significant , Small
Peaceful P = 0.202, 0.137 Insignificant , Small
Passionate P = 0.010, 0.276 Significant , Small
Delighted P = 0.002 , 0.331 Significant , Medium
Captivated P = 0.001 , 0.354 Significant , Medium
Connected P = 0.000 , 0.385 Significant , Medium
Bonded P = 0.000 , 0.527 Significant , Large
Attached P = 0.000, 0.407 Significant , Medium
2. Correlation - Hypothesis
H1
• Ho : Brand Loyalty is not positively related to the satisfaction of Samsung
customers on its Brand Attributes.
• H1 : Brand Loyalty is positively related to the satisfaction of Samsung
customers on its Brand Attributes.
H2
• Ho : Brand Awareness is not positively related to the satisfaction of
Samsung customers on its Brand Attributes.
• H1 : Brand Awareness is positively related to the satisfaction of Samsung
customers on its Brand Attributes.
Correlation - Hypothesis
H3
• Ho : Brand Loyalty is not positively related to the satisfaction of Samsung
customers on its Brand Attachment.
• H1 : Brand Loyalty is positively related to the satisfaction of Samsung
customers on its Brand Attachment.
H2
• Ho : Brand Awareness is not positively related to the satisfaction of
Samsung customers on its Brand Attachment.
• H1 : Brand Awareness is positively related to the satisfaction of Samsung
customers on its Brand Attachment.
Correlation Test Results
• Correlation results for all Pre Attribute variables against Post Total
Brand Loyalty:
Attributes Pearson Correlation value, P-value Strength of association/significance

Camera 0.257, p = 0.016 Small , Insignificant

Ram 0.373 , p = 0.000 Medium , Significant
Weight 0.204 , p = 0.058 Small, Insignificant
Touchscreen 0.269 , p = 0.012 Small, Insignificant
User interface 0.437 , p = 0.000 Medium, Significant
Warranty 0.328 , p = 0.002 Medium, Insignificant
Multi-functionality 0.448 , p = 0.000 Medium, Significant
Connectivity 0.233 , p = 0.030 Small, Insignificant
2. Correlation Test Results
• Correlation results for all Pre Attribute variables against Post Total
Brand Awareness:
Attributes Pearson Correlation value, P-value Strength of association/significance

Camera 0.218 , p = 0.043 Small , Insignificant

Ram 0.358 , p = 0.001 Medium , Significant
Weight 0.384 , p = 0.000 Medium, Significant
Touchscreen 0.385 , p = 0.000 Medium, Significant
User interface 0.560 , p = 0.000 Large, Significant
Warranty 0.222 , p= 0.039 Small, Insignificant
Multi-functionality 0.542 , p = 0.000 Large, Significant
Connectivity 0.438 , p = 0.000 Medium, Significant
2. Correlation Test Results
• Correlation results for all Pre-Attachment variables against Post
Total Brand Loyalty:
Attachment Pearson Correlation value, P-value Strength of association/significance

Affectionate 0.600 , p = 0.000 Large , significant

Friendly 0.360 , p = 0.001 Medium , insignificant
Loved 0.625 , p = 0.000 Large , significant
Peaceful 0.490 , p = 0.000 Medium, significant
Passionate 0.547 , p = 0.000 Large , significant
Delighted 0.596, p = 0.000 Large , significant
Captivated 0.535, p = 0.000 Large , significant
Connected 0.547, p = 0.000 Large , significant
Bonded 0.482, p = 0.000 Medium , significant
Attached 0.467 ,p = 0.000 Medium , significant
2. Correlation Test Results
• Correlation results for all Pre Attachment variables against Post Total
Brand Awareness:
Attachment Pearson Correlation value, P-value Strength of association/significance

Affectionate 0.423 , p = 0.000 Medium , significant

Friendly 0.295 , p = 0.006 Small , insignificant
Loved 0.419 , p = 0.000 Medium , significant
Peaceful 0.493 , p = 0.000 Medium , significant
Passionate 0.514, p = 0.000 Large , significant
Delighted 0.514, p = 0.000 Large , significant
Captivated 0.536, p = 0.000 Large , significant
Connected 0.584, p = 0.000 Large , significant
Bonded 0.557, p = 0.000 Large , significant
Attached 0.525, p = 0.000 Large , significant
Assessing the impact of marketing campaign intervention on
brand equity constructs

Pre & Post Data Displacement

1. NPS Score Method
2. Paired T Test Method
1. Net Promoter Index_Pre & Post
• Used for showing Pre and Post displacement results for Short term constructs i.e.
Brand Attributes & Brand Attachment
• Net_Attribute_Index_pre & Net_Attribute_Index_post was created for each
attribute by “Recoding into different variable and assigning new values as
Detractors (0-6), Passives (7-8) and Strong_AttributeX (9-10)
• Net_Attachment_Index_Pre & Net_Attachment_Index_Post was created for each
attachment marker by “Recoding into different variable and assigned values as
Detractors (0-6), Passives (7-8) and Strong_Attachment marker X (9-10)
• Next, the NPS Score was calculated via the formula: (Promoters-Detractors)/Total
Respondents*100
Impact of the intervention?
Paired T Test
• Used to see displacement between pre & post data for Long-term
Brand Equity constructs i.e. Brand Loyalty, PQ, PurchaseIntent,
BAwareness
 Variables Sig value Eta Square value

Pre & Post Total PQ p = 0.453, not sig 0.0065, small effect size

Pre & Post Brand Loyalty P = 0.313, not sig 0.012, small effect size

Pre & Post BAwareness P = 0.423, not sig 0.007, small effect size

Pre & Post PurchaseIntent P = 0.697, not sig 0.0017, small effect size
Impact of the intervention?
• A paired sample t-test was conducted to evaluate the impact of the
marketing campaign intervention on the Samsung users’ responses on
long term constructs. There was no statistically significant
displacement in the values of any construct from pre to post
responses. The eta squared statistic also indicated a small effect size.
 Research Paper Submission

• Abstract
• Introduction
• Model & Hypotheses
Marks 10
• Methodology
Marks 5
• Results
Marks 5
• Conclusion – Discussion – References
Marks 10
 Research Paper Submission
• Abstract One Page
• Introduction Two Pages
• Model & hypotheses Two Pages
• Methodology One Page
• Results Three Pages
• Conclusion & DiscussionTwo Pages
• References Two Pages

Please follow research paper format

(Journal of Consumer Research).
 Final Research Paper Submission on LMS

The submission also Includes:

• The research Paper with references (Doc file)

• Final Data sets original and computed (Excel and spss formats)
• The spss output file
• A summary Document: Includes, Title, Executive summary (one
page), Graphical Model and the questionnaire (Doc file).