Rbus 2900 business research method assignment 1

The Power
Of
Brand idenfication

Name: SONG LI MIN

Student Number: 4226309
Bachelor for Business Management
Rbus 2900 business research method assignment 1

Table of Content

1. Introduction.........................................................................................

2. Characteristic of Research design.....................................................

3. Summary of Research Design.............................................................

4. Critique.................................................................................................

5. Appendix (Table of Research Design).................................................

6. References.............................................................................................
Rbus 2900 business research method assignment 1

Introduction
Brand identification can be considered as, when consumer aware of the brands, when

it can relate certain products or service that identify what the brands as. Most of the markets

brand is comparing national brand, multinational brands or local brands to identify the value

to consumers. From the past researches that acknowledge national’s brands are related with

consumer ethnocentric identity and value expressive influences. But the further research for

this argued that social identities are also would effect. Without brand identification, company

hardly energize the sales force. There are three articles that similar with this topic that are

related and research for different business research method.

Rbus 2900 business research method assignment 1

Characteristic of Research Design

Research Objective(s) is the goals to be achieved by conducting research.

Theory is a formal logical explanation of some event that includes predictions of how things relate to

one another.

Hypotheses Tested is formal statement of an unproven proposition that empirically testable.

Variables defined as anything that varies or changes from one distance to another and can exhibit

differences in value, usually in magnitude or strength, or in direction.

Researcher control of Variables is a variable which is held constant in a research by observing only

one of its levels.

Type of Research Design:

(i) Exploratory studies are usually a small scale research undertaken not defines the

exact nature of the problem and to gain a better understanding of environment

within which the problem has occur.

(ii) Descriptive studies are typically to study the variable and are quantitative. It can

be as demanding as explanatory studies, involving careful thought about

measurement and sampling.

(iii) Causal Studies are with study how variable affects, or is responsible for, changes

in another variable.

Data Collection Method:

(i) Communication method is questioning respondents to secure the desired

information, using data collection instrument called a questionnaire.

(ii) Observation methods are stated as the systematic process of recording the

behavioural patterns of people, objects, and occurrences as they are witnessed.

Rbus 2900 business research method assignment 1

Research Environment can be virtual or non virtual that a process, a tool or a system interoperating

to facilitate and enhance the research process within or without an institutional boundaries.

Time Dimension

(i) Cross-sectional dimension is a dimension in a study when a various segments of a

population are sampled and data are collected at a single moment in time.

(ii) Longitudinal Dimension is a time period when a survey of respondents at different

times, thus allowing analysis of response continuity and changes over time.
Rbus 2900 business research method assignment 1

Summary

Article 1

Due to the research of putting the relationship between consumer ethnocentric identity

and value expression influence with social identities, the preferences of consumer for

national’s brands will be affected largely. Therefore, the purpose of this research is to

investigate the social identities and influences through self-categorisation theory and nation

branding which trying to unpin consumer preferences for national brand. From the previous

studies that consumer ethnocentric identity (CEI) did not influences the brand preferences.

By adding the prediction of CEI, It will relate brand identity with consumers’ preferences

over local brands. Self-categorisation theory defined as the consumers’ identity with social

group that reflect consumer preferences for national brands. Yet, they also used similar

concept with social psychology concept. That is, instead of multi-items measure, they used it

only single-items measure into this study that would avoid psychometric problem and

increase predictive efficiency. There are similar variables of hypothesis that put into three

parts. In the first two hypothesis, both consumer ethnocentric identity(CEI) as independent

variable(IV) that make preference for a nation’s brand as dependent variable(DV). But

second hypothesize that strengthen the relationship in the gaining of age. Value-expressive

identity (VEI) tested as IV while preference of consumers for national brand as DV in the

third and forth hypothesise. Same as the second hypothesise that age would strengthen these

relationships as well. The last two hypothesises are important that related with social

influences as DV that effect CEI as the IV. It is positively for injunctive influence as well as

descriptive influences. There IV cannot be control as measurement but can through their

ethnocentric identity by using trained interviewers to week for potential customers to frame

down the age rage when conducting survey. This has been taken as exploratory studies that

clarify ambiguous situations such as this study using experience survey through
Rbus 2900 business research method assignment 1

questionnaire. This also indentified in causal inferences in cause-and-effect relationship for

each relevant identity to another. A survey was done from the company MOZAMBIQUE

CELLULAR (MCEL) that interview by trained interviewers with translated Portuguese

questionnaire to know their perception of social identity, preference for mobile service

provider, and social influences. This survey only conducted once in three shopping centre in

Maputo, capital of Mozambique as cross-sectional dimension. Results, age doesn’t affect

much of consumers’ VEI but it did affect to CEI. Adversely, injunctive social influence

highly in younger age than older age range of consumer. The further research for this study is

to continue exploring the role of identity of youth preferences for national brand that can be

use for developing country such as South Africa. Comparing the underdeveloped with

developed markets in area, this would able to know the strength social influences on brand

preferences in order to informed in better in these market at least access to the internet.

Besides, the researcher didn’t restrict the targeted audience that can lose sales from that.

There’s also unable to collect mass sample of citizens exerts pressure on individuals to be

pro-national and anti-foreign. Researchers less focus on youth group of audiences are

susceptibility to social pressure and didn’t identify a direct relationship with CEI and VEI in

hypothesis. Yet, there are no consideration in customer satisfaction with ethnocentric or

value-expressiveness.
Rbus 2900 business research method assignment 1

Article 2

The purpose for this research is to investigate how are the brand personality of a

sports team will be related to consumer outcomes of indemnification and retail spending.

From the previous research, the researcher suggested single-items indicators for simplicity,

easy to use and increase face validity and flexibility. Exploratory or empirical research has

not been done for brand personality and brand indemnification in consumer-brand

relationship. This research using social identity theory in a sports context to predict retail

spending and the number of games watched. Asker’s brand personality also model for

characteristic of a sports team. First and second hypothesis both have positive causal

relationship between brand personality as IV and prestige as well as distinctiveness as DV.

Under team cognitive identification (TCI) of third and forth hypothesises, prestige and

distinctiveness as DV both positively causal with TCI. Besides, team cognition identification

as IV has also has positive causal relationship with the number of games and so do the team-

related retail spending influences to be DV. All hypotheses are relational to each other from

one variable to another. In order to create awareness to customer in stronger identification

that from brand personality to prestige and distinctiveness of team been manipulated as well.

Join membership for the team been enhanced through controlled over from team cognitive

identification. After the whole research, this has been exploratory studies conducted to clarify

ambiguous situations or discover ideas that maybe potential business opportunities using

experimental design that able to control over the variable. 162 students that have interest with

the sport take into this research as their primary data collection by doing a survey in

questionnaires to capture the respondents’ evaluation of brand personality, team prestige and

distinctiveness for seven years. There’s no exact physical place for students to do in this

survey but they have been observed in a way that able to access to premier facility and long

history success. Longitudinal studies in this research that used through brand personality,
Rbus 2900 business research method assignment 1

prestige and distinctiveness. Other than this, only second hypothesis were partially supported

and others hypothesis were fully supported as proved after the analysis. Though, there’s

negative influence to distinctiveness in success. Additional, both female and male involves

that resulted non-significant of charm influence prestige and distinctiveness. Antecedents of

cognitive identification with teams may be useful for understanding this relationship.

Conceptual model may find different facets of brand personality that are significant

predictors of prestige and distinctiveness for different teams and different sports. The next

expectation will be similar to the relationship by developing additional studies that further

explore consumer relationship with retail brands in multiple contexts. The researcher didn’t

restrict the targeted audience that lose sales from that. Due to unable to collect mass sample

of citizens exerts pressure on individuals to be pro-national and anti-foreign. They are less

focus on youth group of audiences are susceptibility to social pressure. From the hypothesis,

it didn’t identify a direct relationship with CEI and VEI.

Rbus 2900 business research method assignment 1

Article 3

The purpose of this paper is to identify the key features of identity standards manual and

assess the differences in the rules used for applying the brand to both low- and high-context

cultures, companies selling consumer goods and those selling services, and multinational and

local companies. First hypothesis has identity standards manual history, concept and

dimensions and defined by the five dimensions in the first part of first hypothesises and

divided into core and peripheral dimensions. Setting rules for applying the brand, differences

between low- and high-context cultures as the “presentation” section will have a higher

profile in manuals of low-context cultures than in manuals of high-context cultures ever since

low-context communication is reinforced by preliminaries to contextualise the receiver for

the first part for second hypothesis. The graphic aspects of the brand such as symbol and

logotype will have a greater presence in manuals of high-context cultures whereas the textual

aspect of the brand name will have a greater presence in manuals of low-context cultures due

to high-context communication gives more importance to non-verbal elements whereas low-

context communication gives more importance to textual elements. Rules for use of the brand

referring to decorative elements such as corporate tiled pattern, and per graphic will have a

higher profile in manuals of high-context cultures than in manuals of low-context cultures

when ambiguous, indirect, and elaborate messages are characteristic of high-context

communication be the third part of this hypothesis. The manuals of low-context cultures will

include more rules and consequently will have a more rigid tone than manuals of high-

context cultures while low-context cultures tend to be more legalistic and based on written

rules. Nevertheless, low-context cultures will have less-developed manuals due to their

preference for direct language and fast messages that high-context cultures will have more

complex manuals when their preference for indirect, elaborate language and slow messages

for the last part of second hypothesises. The other rules is for applying the brand: differences
Rbus 2900 business research method assignment 1

between companies offering consumer offering services that they have dimension

“applications of brand.” has the greatest difference in contents between the manuals of

tangible goods companies and service companies. The service providers’ manuals will also

have a more rigid normative tone than tangible goods companies’ manuals. Then, service

providers will tend to use simple manuals while product-based companies will tend to have

more complex manuals. For the last hypothesis, the different between multinational and local

companies, in the sections on “architecture” and “signage”, the contents of the identity

standards manuals of multinational companies will vary from those of local companies in the

dimension “applications of brand”. The identity standards manuals of multinational

companies will have a more rigid normative tone than those of local companies. It will tend

to be more complex than those of local companies if it’s the identity standards manuals of

multinational companies. The first hypothesise are descriptive relationship that dimension

were divided into two. Second hypothesises will be causal relationship because the greater

one side of context culture will be as independent variable (IV), greater the other side of

context culture would be dependent variable (DV) and they would compare which is higher.

As for the third hypothesises are also descriptive relationship but two variables are in contra.

Multinational companies are different from local companies that these researches hypothesise

in certain section or complexity would be varying for each other but not directly influence.

Among the companies neither the product-based company nor based on product that would

able to control. The second hypothesis will be controlled by the independent variable with

independent variable would only changes accordingly. This research take design into

exploratory to define exact nature of the problem between multinational company and local

company and to gain better understanding of the environment within which problem has

occur. At first, it start with they consulted with three different website to observe why and

how to design and came out with 341 manuals in few features for the manuals. The design
Rbus 2900 business research method assignment 1

rules should be convey in the same coherent, reinforce he coordinated image and enhance the

company’s communication with the public. It will not be limited the verbal and graphic signs

but to lay down the rules for their use and convey the documents. The literature research

followed by experience, then through Projective technique to estimate each section in each

dimension. They are using secondary data as data collection method to estimate the entire

related variable such as context culture, product influence. It’s also due to have some

empirical research has done in the past to help for the resources to analyse more in brand

identity. The cluster analysis method was also used in hierarchical mode to distribute the 39

variables studied into those dimensions. They doing survey or 106 studio for work in the area

of visual identity, It depends on which hypothesis of research according to make use of the

research environment. When consulting the web page are not necessary to find a physical

place than just look for the person in charge of the web page and analyse with it. The survey

was conducted in the studio where the respondents work. They on take as cross-sectional

dimension that all the measurement, analysis and survey were done in once in a short period

of time due to exploratory research design. The results divide the contents of the manual into

two blocks into core and peripheral the predictions are accepted.
Rbus 2900 business research method assignment 1

Critique

Article 1

Although they are using communication method to conduct survey that is faster than

observation but it will rush the result as the result might not be accurate. This is also might

not have as quality survey as the proper period of time to get responds but due to the time

period can save cost. Besides, cross-sectional dimension that conduct only one time also will

be not that accurate to get the result. Yet, this research has been improved as in they put in

different ages into the variable different that some has affect the only two variable. Even

interview survey would have non sampling error as the age of respondents cannot be control

but the sample size.

Article 2

In this research, they only explore the research as using several empirical researches into

students and observing for 7 year. It has taken too many times and cost to conduct as well as

might change the interest of sport and lifestyle would affect the perception in brand

preference. Age also can be one of the issue that change the purchasing the brand according

to standard of living. The researchers are still unable to find a direct relationship between

CEI and VEI. Most of the hypothesis were not supported that they didn’t identify whether

there’s third variable to proof that CEI and VEI is the main relationship to influence the brand

preferences. Team cognitive identity also has not been test to influence the sport sales.

Membership is a good way to hold consumers on purchasing same brand as either brand

royalty or due for the reward.

Rbus 2900 business research method assignment 1

Articles 3

Using their own concept to make this research as that they are a lot of hypothesis that are not

support as they looking at the issue for brand identification. There appear to be having non-

response error that the amount survey required were less and or not accurate to the report.

The time is also be the issue that cross-sectional dimension would not meet the accurate data

needed. The communication method is another issue that the interviewers would influence

respondents for accurate answer.

Rbus 2900 business research method
Research Objectives
 Investigating the social
identities and influences
through nation branding
which unpin consumer
preferences for national
brand is the purpose of this
research.
 From the previous studies
that consumer ethnocentric
identity (CEI) did not
influences the brand
preferences. By adding the
prediction of CEI that
related to brand identity to
for consumers preferences
over local brands.
assignment 1
Theory/Framework Hypotheses Tested Variables Included (in each hypothesis) Researcher Control of Type of Research
Used to Develop the and the nature of the variables Variables Design Used
Hypotheses
 There is using Consumer ethnocentric identity Consumer ethnocentric  The researcher  Exploratory
self-categorisation  The increase level of a person’s identity(CEI) controlled over a Studies is defined
theory to know consumer ethnocentric identity related  A person’s consumer ethnocentric person’s consumer as conducted to
consumers’ to the increasing level of their identity as independent variable that ethnocentric identity clarify ambiguous
identity with preference for a national brand over make their preference for a national to make preference situations or
social group will foreign brand positively be as the first brand over a foreign brand as the for consumer for discover ideas that
be reflected with hypothesis, dependant variable nation brand over maybe potential
consumer  Second hypothesis use the higher age foreign brand. business
preferences for of consumers that strengthen the  The second hypothesis exist with opportunities.
national brands. relationship between consumer moderating variable as the age would  These variables
ethnocentric identity and preference affect the relationship between control through their  After the
 It also have its for a national brand. independent variable of consumer behaviour of their whole research,
own concept that ethnocentric identity and dependent ethnocentric identity this has been
similar with social Value-expressive identity(VEI) variable of their preference for a to manipulate the exploratory
psychology  Another hypothesis stated to increase national brand. results such as trained studies using
concepts that preference for a national brand over a interviewers could experiences
instead of multi- foreign brand with a higher of a Value-expressive identity(VEI) seek for potential survey in
items measure that person’s value expressive identity.  A person’s value expressive consumers in certain conducting
measure with  Again, the higher age of consumers identity as Independent variable effect of age rage to questionnaire for
single-items that strengthens the relationship dependent variable in preference for a strengthen the the respondents.
measure put into between value expressive identity and national brand for the third hypothesis. relationship.
this study. preference for national brand.  Age also become moderating It also has had causal
variable for strengthen relationship for research that allow
 This has been as Social influences(SI) independent variable of value causal inferences to
to avoid the  The hypothesis predicts that expressive identity and preference for a be made and seeks to
psychometric consumer ethnocentric identity and national brand in this hypothesis. identify cause-and-
problem and injunctive influence have positive effect relationship
increase predictive relationship. Social influences(SI) that each relevant
efficiency.  The last hypothesis stated consumer  Under social influence that identity to another.
ethnocentric identity also has positive consumer ethnocentric identity is
relationship with descriptive independent variable that injunctive
influence. influence as dependent variable.
 While consumer ethnocentric
 All hypothesis above are relational identity remaining as independent
that for each influences influent one variable that affects descriptive
Rbus 2900 business research method
Data Collection Method
 They’re using a  The data was
research technique in
which a sample is
interviewed in
questionnaires to observe
respondents’ behaviour
as a survey sampled with
611 samples in
communication method.
. screened
assignment 1
and another. influence as dependent variable.
Research Time Dimension Findings Future Research Limitations of the
Environment Directions Study
 It was a cross-sectional dimension  Although the first hypotheses  The further  The
collected in three that they only conducted the survey succeed tested but the age for research for this researcher didn’t
shopping centres once in the environment to analyse in consumer ethnocentric identity doesn’t study is to continue restrict the
in Maputo, 2007. affect much of the result in the survey exploring the role targeted audience
capital city of of second hypothesise. of identity of youth that will lose
Mozambique that preferences for sales from that.
trained  In this research, age doesn’t affect national brand.
interviewers will much on value expressive identity in  There’s also
approach and brand preferences but yes for consumer  There are future unable to collect
ethnocentric identity as well as studies for this as mass sample of
potential descriptive social influence. can be use for citizens exerts
customers. developing country pressure on
 Conversely, injunctive social such as South individuals to be
influence highly in younger age than Africa. pro-national and
older age range of consumer. anti-foreign.
 Comparing the
. under develop with  Moreover,
developed markets they are less
in area, this would focus on youth
able to know the group of
strength social audiences are
influences on brand susceptibility to
preferences in order social pressure.
to informed in
better in these  From the
market at least hypothesis, it
access to the didn’t identify a
internet. direct relationship
with CEI and
 Individualistic VEI.
developed and
collectivistic under  Yet, there
developing are no
consideration in
customer
 Rbus 2900 business research method
Research Objectives
 The purpose for this
research is to investigate
how are the brand
personality of a sports
team will be related to
consumer outcomes of
indemnification and retail
spending.
 From the previous
research, the researcher
suggested single-items
indicators for simplicity,
easy to use and increase
facia validity and
flexibility.
 This is research has not
done any exploratory or
empirical research yet for
brand personality and
brand indemnification in
consumer-brand
relationship.
assignment 1
satisfaction with
ethnocentric or
value-
expressiveness.
Theory/Framework Used Hypotheses Tested Variables Included (in each Researcher Control of Type of Research Design Used
to Develop the hypothesis) and the nature of the Variables
Hypotheses variables
 Social Identity theory in  There are six hypothesises this  Brand personality from  Brand personalities  Exploratory Studies is
a sports context to research. the first hypothesis is manipulated as defined as conducted to
predict retail spending Brand personality independent variable (IV) that controlled variable to clarify ambiguous
and the number of  The first hypothesis is positive would affect prestige as enhance prestige and situations or discover ideas
games watched. causal relationship between dependent variable (DV). distinctiveness, that maybe potential
brand personality and business opportunities.
 Aaker’s brand prestige.  Same for second  In order to create
personality model for  It also hypothesize that brand hypothesis that brand awareness to customer  After the whole
characteristic of a personality and distinctiveness personality as IV that affect in stronger identification research, this has been
sports team. have positive causal distinctiveness of the team as that from brand exploratory studies using
relationship. DV. personality to prestige experimental design that
and distinctiveness of able to control over the
Team cognitive identification  Another hypothesis team been manipulated variable.
 Prestige and team cognitive stated that prestige then be as well.
identification will be third IV when team cognition
hypothesis that will be identification as the DV.  Join membership for the
positive causal relationship. team been enhanced
 Team cognitive identification  Distinctiveness for the through controlled over
positively affected by fourth hypothesis as IV that from team cognitive
distinctiveness in forth affect team cognitive identification.
hypothesis. identification as DV.
 The fifth hypothesis stated to
use the number of games  According to the fifth
positively affected by team hypothesis for team cognitive
 Rbus 2900 business research method assignment 1

cognition identification. identification to be IV affect

 Team cognition identification the number of games
also effect team-related retail watched as the DV.
spending positively in sixth
hypothesis.

 All hypotheses are relational

to each other from one
variable to another.

Data Collection Method Research Environment Time Dimension Findings Future Research Directions Limitations of the Study
 Through observation  There’s no exact  Longitudinal studies in this  Only second hypothesis  Antecedents of  The researcher didn’t
method, there’s a sample physical place for research that used through were partially supported and cognitive identification restrict the targeted
of students that related respondents to do in brand personality, prestige others hypothesis were fully with teams may be audience that loose sales
interest with the sport this survey but they and distinctiveness. supported as proved after the useful for understanding from that.
take into this research as have been observed analysis, this relationship.
their primary data in a way that able to  They also unable to
collection by doing a access to premier  Both team prestige and  Conceptual model collect mass sample of
survey in questionnaires facility and a long distinctiveness influences may find different facets citizens exerts pressure on
to capture the history success. brand personality. of brand personality individuals to be pro-
respondents’ evaluation of that are significant national and anti-foreign.
brand personality, team predictors of prestige
prestige and  Although, there’s negative and distinctiveness for  They are less focus
distinctiveness for seven influence to distinctiveness in different teams and on youth group of
years success. different sports. audiences are
susceptibility to social
 Additional that both  The next pressure.
prestige and distinctiveness expectation will be
influenced by non-significant similar to the  From the hypothesis,
of charm as from both female relationship by it didn’t identify a direct
and male. developing additional relationship with CEI and
studies that further VEI.
explore consumer
relationship with retail
brands in multiple
contexts.
Rbus 2900 business research method assignment 1
Rbus 2900 business research method assignment 1

Research Objectives Theory/Framework Hypotheses Tested Variables Included (in each Researcher Control Type of Research
Used to Develop the hypothesis) and the nature of of Variables Design Used
Hypotheses the variables
 The purpose of  There is no theory or First hypothesise:  The first hypothesise are  Among the  This research take
this paper is to concept in this Identity standards manual history, concept and descriptive relationship that companies design into
identify the key research to study for dimensions dimension were divided into neither the exploratory to
features of identity the hypothesis.  The content s of an identity standard manual defined two. product-based define exact nature
standards manual by the five dimensions in the first part of first company nor of the problem
and assess the hypothesises.  Second hypothesises will be based on between
differences in the  The second part for this hypothesises is divided the causal relationship because product that multinational
rules used for five dimensions into core and peripheral dimensions. the greater one side of would able to company and local
context culture will be as control. company and to
applying the brand
Second hypothesises: independent variable (IV), gain better
to both low- and
Rules for applying the brand : differences between low- greater the other side of  The second understanding of
high-context context culture would be
and high-context cultures hypothesis will the environment
cultures, companies dependent variable (DV) within which
 The “presentation” section will have a higher profile in be controlled by
selling consumer and they would compare the independent problem has occur.
goods and those manuals of low-context cultures than in manuals of
high-context cultures ever since low-context which is higher. variable with
selling services, and independent  At first, it start with
communication is reinforced by preliminaries to
multinational and  As for the third hypothesises variable would they consulted with
contextualise the receiver.
local companies.
 The graphic aspects of the brand (symbol and are also descriptive only changes three different
logotype) will have a greater presence in manuals of relationship but two accordingly. website to observe
high-context cultures whereas the textual aspect of the variables are in contra. why and how to
brand (name) will have a greater presence in manuals design and came
of low-context cultures due to high-context  Multinational companies are out with 341
communication gives more importance to non-verbal different from local manuals in few
elements whereas low-context communication gives companies that these features for the
more importance to textual elements. researches hypothesise in manuals.
 Rules for use of the brand referring to decorative certain section or
elements (e.g. secondary typefaces, secondary colours, complexity would be  The literature
corporate tiled pattern, and per graphic) will have a varying for each other but research then with
higher profile in manuals of high-context cultures than not directly influence. experience survey.
in manuals of low-context cultures when ambiguous, It also proof
indirect, and elaborate messages are characteristic of through Projective
high-context communication. technique to
 The manuals of low-context cultures will include more estimate each
rules and consequently will have a more rigid tone section in each
than manuals of high-context cultures while low- dimension.
Rbus 2900 business research method assignment 1

context cultures tend to be more legalistic and based

on written rules.

 Low-context cultures will have less-developed

manuals due to their preference for direct language and
fast messages that high-context cultures will have
more complex manuals when their preference for
indirect, elaborate language and slow messages for the
last part of second hypothesises.

Third Hypothesise:
Rules for applying the brand : differences between
companies offering consumer offering services
 The dimension “applications of brand.” has the
greatest difference in contents between the manuals of
tangible goods companies and service companies.
 Service providers’ manuals will have a more rigid
normative tone than tangible goods companies’
manuals.
 Service providers will tend to use simple manuals
while product-based companies will tend to have more
complex manuals.

Forth Hypothesise:
Rules for applying the brand different between
multinational and local companies.
 In the sections on “architecture” and “signage”, the
contents of the identity standards manuals of
multinational companies will vary from those of local
companies in the dimension “applications of brand”.
 The identity standards manuals of multinational
companies will have a more rigid normative tone than
those of local companies.
 It will tend to be more complex than those of local
companies if it’s the identity standards manuals of
multinational companies.
Data Collection Method Research Environment Time Dimension Findings Future Research Limitations of the
Directions Study
Rbus 2900 business research method assignment 1

 They are using  It depends on which  They on take as cross-sectional dimension that all  The results divide the  The design rules  The number of tests
secondary data as hypothesis of the measurement, analysis and survey were done in once contents of the manual into should be we undertook that
data collection research according to in a short period of time due to exploratory research two blocks into core and convey in the would have had
method to estimate make use of the design. peripheral the predictions same coherent, error. Limitation of
the entire related research are accepted. reinforce he study to a
variable such as environment. coordinated description of
context culture,  Although, there are image and manuals and to
product influence.  When consulting the differences between the enhance the collating opinions
web page are not manuals of high- and low- company’s from experts in the
 It‘s also due to necessary to find a context cultures in term with communication sector.
have some empirical physical place than language and rigid tine was with the public.
research has done in just look for the not identified. It will not be
the past to help for person in charge of limited the
the resources to the web page and  Companies that sell verbal and
analyse more in analyse with it. consumer goods and those graphic signs
brand identity. The selling services, and but to lay down
cluster analysis  The survey was multinational and local the rules for
method was also conducted in the companies were no their use and
used in hierarchical studio where the significant different or convey the
mode to distribute respondents work. changes toward another. documents.
the 39 variables  By measuring
studied into those coherence in use
dimensions. to improve and
enhance a
 They doing consistent
survey or 106 studio application of
for work in the area the brand. ,
of visual identity, Therefore, we
should
 Observed some
statistical
differences
when there were
none.
Rbus 2900 business research method assignment 1

References
Lee, J. & Thorson, E. 2008, "Energising the Reseller's Sales Force: The Power of Brand
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Lee, Richard; Klobas, Jane; Tezinde, Tito; Murphy, Jamie, 2010, International Marketing
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