Communication Research
LOVEMARKS:
Saatchi & Saatchi
Survey of qualitative and quantitative research methods used in advertising and public relations. Students learn to use research to solve applied or basic communication problems. Students gained a basic knowledge of IBM's SPSS software.
ABSTRACT
This pilot study was conducted to examine if respondents will report continuous brand loyalty despite low quality or low differentiation toward a brand. The study explored branding from the perspective of alcohol beverage purchasing habits and alcohol beverage advertisements. A working method from Saatchi & Saatchi called Lovemarks was used to determine how emotional branding might promote customer loyalty and long-term preference.
Spring Hill College students, and some faculty, completed a survey which consisted of 15 questions regarding habits of alcohol beverage consumption. The data was collected and processed into SPSS Software. After running four tests, Cronbach’s Alpha coefficient did not support the relationships between all the questions on the survey. However, the crosstabs that were performed did show some relationship between the questions the researcher chose to test. Overall, the data found regarding emotional branding and long-term loyally showed a positive relationship.
This pilot study was conducted to examine if respondents will report continuous brand loyalty despite low quality or low differentiation toward a brand. The study explored branding from the perspective of alcohol beverage purchasing habits and alcohol beverage advertisements. A working method from Saatchi & Saatchi called Lovemarks was used to determine how emotional branding might promote customer loyalty and long-term preference.
Spring Hill College students, and some faculty, completed a survey which consisted of 15 questions regarding habits of alcohol beverage consumption. The data was collected and processed into SPSS Software. After running four tests, Cronbach’s Alpha coefficient did not support the relationships between all the questions on the survey. However, the crosstabs that were performed did show some relationship between the questions the researcher chose to test. Overall, the data found regarding emotional branding and long-term loyally showed a positive relationship.