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Cultural Dimensions of Brand Equity Formation Essay

Cultural DIMENSIONS OF BRAND EQUITY FORMATION:

Research Design and Methodology

Research Method

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Both qualitative and quantitative methods will be undertaken for informations aggregation and informations will be analyzed throughout the probe procedure. Mixed methods attack is applied when the research worker tends to establish cognition on matter-of-fact evidences ( e.g. , effect oriented research ) ; In this survey a mixture of qualitative research via semi-structured in depth interviews will be conducted along with a quantitative research utilizing a Likert graduated table structured questionnaire

Qualitative Research

Qualitative research frequently has the purpose of description and research workers may follow-up with scrutinies of why the observations exist and what the deductions of the findings are. To pull out deeper apprehensions of what in world vitamin E: commercialism directors, selling directors, trade name directors advisers and societal media experts think about image stigmatization, its impact on trade name equity and e-business, and the function of cultural and selling factors on trade name equity formation

The examined population consists of vitamin E: commercialism directors, selling directors, trade name directors advisers and societal media experts related to the Grecian insurance market. They are specialized in the insurance market covering with insurance merchandises and services and they have determined sentiments related to their experiences.

A non-probability sample will be used to ease the qualitative research method. Convenience sampling is a non-probability sampling technique where topics are selected because of their convenient handiness and propinquity to the research worker ( Castillo, 2009 ) .

From the examined population a little sample will be selected consisted of 25 experient professionals, more specific 7 vitamin E: commercialism directors, 7 trade name directors, 3 selling directors, 3 trade name advisers, 3 societal media experts and 2 top executives from the insurance market ( pull offing managers ) . The insurance companies which will take part in the survey are: Allianz, Interamerican, Alico, Metro Life, Groupama – Phoenix, Ethiniki Asfalistiki, Minetta, Generali. These are international insurance companies with rich patronages along with sufficient concern activities in the insurance market. .

The selected research participants will be contacted through a semi-structured interview that will compose the subject usher for the qualitative research. In order to roll up all required informations for the research, participants will be asked inquiries which already have prepared and contained in the subject usher along others which will originate during the interview.

Interviewing was chosen for the current undertaking for the undermentioned grounds: It provides the chance to bring forth rich informations ;

Language usage by participants was considered indispensable in deriving penetration into their perceptual experiences and values ;

Contextual and relational facets were seen as important to understanding others’ percept ions ;

Datas generated can be analyzed in different ways.

The medium that will be used to pull out informations from the participants of the sample will be the subject usher, dwelling of inquiries that are relevant to the examined subject and will edify the peculiar research with indifferent, valid and dependable data- internal consistence and inter-coders’ realibility will be secured ( Miles and Huberman, 1994 ) . Participants will be asked about image stigmatization, its impact on trade name equity and e-business. Besides participants will be asked to clear up and reply the undermentioned issues: Understand the effectivity of branding impact in Greece every bit far as marketing insurance merchandises in the cyberspace ; analyze how industry experts react to trade names, trade name image, trade name equity in a culturally diversified markets like Greece in presence of different consumer groups and minorities ; analyze if e-business can increase the public presentation of the insurance merchandises and services within different minority consumer groups ; place whether cultural factors such as Long-run orientation, Masculinity, Collectivism, and marketing factors such as trade name individuality, trade name significance, trade name response and trade name relationships ) will play a function in trade name equity formation and development within the culturally diversified Grecian Market ; examine the degree of importance that ‘localising’ trade name schemes play in the Grecian Insurance market ; assess the importance of aforesaid cultural factors and its impact on consumer behavior every bit far as buying insurance merchandises and services over the cyberspace

Coding is a “systematic manner of developing and polishing readings of the data” ( Taylor and Bogdan, 1984, p.136 ) . The fist measure is to utilize emergent coding – after analyzing interview information we will make appropriate codifications that make them relevant to the work ( Miles and Huberman, 1994 ) . The 2nd portion of this cryptography procedure is to reexamine all the field notes, drumhead sheets, transcripts and other certification, apportioning codifications to the assorted statements and subdivisions of studies.

Emergent cryptography will be used in order the better categorization and comprehension of the given replies. Collected informations will be analysed throughout the procedure of probe. When cryptography is completed, the analyst prepares studies via a mix of: sum uping the prevalence of codifications, discoursing similarities and differences or comparing the relationship between one or more codifications.

Open-ended informations, which normally consists of phrases, sentences and short paragraphs is normally subjected to content analysis and impressions of inter-rater dependability are employed ( Flick, ( 1998 ) ; Taylor & A ; Bogdan ( 1998 ) ; Reis & A ; Judd, ( 2000 ) .Content analysis will follow the cryptography procedure. Contented analysis method allowed the research worker to do replicable and valid illations from the interview informations and web log content ( Kippendorff, 2004 ) . Creswell ( 2002 ) points out that the advantage of utilizing content analysis is that the research worker can derive in-depth understating of the linguistic communication and words of the paperss under probe. Using this analysis we will place from the transcripts the infusions of informations and kind out the of import messages hidden in the mass of each interview. Each interview will be coded by foregrounding the relevant word or phrase, and extra remarks in the signifier of codifications will be added to the side of the papers.

Hostli ( 1968, p608 ) describes content analysis as “any technique for doing illations by consistently and objectively placing particular features of a message.

Quantitative Research

The quantitative research method is taking in deriving a clear image about the relationship between trade name image, its impact on trade name equity and e-business, and the function of cultural and selling factors on trade name equity formation by analyzing consumer judgement and feelings. That is possible by look intoing the feeling they perceived, for image and equity edifice procedure.

More specifically, the instrument will concentrate on the scrutiny of how consumers react to trade names, trade name image, trade name equity in a culturally diversified markets like Greece ; analyze if different minority consumer groups can buy on line insurance merchandises and services from insurance companies ; place cultural factors such as long-run orientation, maleness, Bolshevism, and marketing factors such as trade name individuality, trade name significance, trade name response and trade name relationships ) play a function in trade name equity formation and development in the culturally diversified Grecian Insurance Market ; place if consumer behavior of different cultural groups will be awaken by the ‘localised’ nature of trade name schemes adopted by the insurance companies ; measure the importance of aforesaid cultural factors and its impact on consumer behavior every bit far as buying insurance merchandises and services over the cyberspace

For this survey a ego administered questionnaire will be distributed to the participants.

A population can be defined as including all people or points with the feature that needed to be examined. The people consisting the population of the study are all possible insurance policy receivers who use vitamin E: commercialism to buy insurance services. Many clients use vitamin E: commercialism application in order to buy insurance services, so they are the certified population to reply what they think and how they form their image refering insurance merchandises and services, how they interpret trade name equity and how they perceive the trade name equity formation procedure, why they use e-business in choosing insurance merchandises, and how cultural and selling factors influence their buying wonts.

ISample will be selected indiscriminately from the examined population. ‘The larger your sample size, the lower the likely mistake in generalising to the population’ . ( Saunders and Lewis and Thornhill, 2009, pg. 210 ) , that is why a sample of about 400 participants will be used for the study.

A self-administered group of inquiries consisting the questionnaire will be distributed to each member of the sample in order to acquire specific replies that will edify the investigated study. When making a questionnaire, it should ever get down with what are the purposes and aims of the survey ( Altinay and Paraskevas, 2003, p.120-121 ) . To prove the content cogency of the instrument, 5 people will be selected in order to hold a pilot proving. Pilot testing is produced in order to prove if each inquiry measures what was supposed to mensurate, if all words are understood and if all respondents interpret the inquiry in the same manner ( Taylor, 2008 ) .

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