Entrepreneurial orientation and iconic branding survey data

The data set is a collection of responses to research questions which investigated whether there is a statistically significant relationship between the iconic branding and entrepreneurial orientation of an iconic brand from a consumer perspective. The research questions were disaggregated into the following detailed questions that examine the relationship at the level of the variables of iconic branding (brand story, identity value and culture) and of entrepreneurial orientation (innovativeness, risk-taking and proactiveness), as follows: Is there a relationship between the brand story (history and reputation) and entrepreneurial orientation (innovativeness, risk taking and proactiveness) of an iconic brand? Is there a relationship between the identity-value (resonance) and entrepreneurial orientation (innovativeness, risk taking and proactiveness) of an iconic brand? Is there a relationship between the culture (beliefs, norms, and values) and entrepreneurial orientation (innovativeness, risk taking and proactiveness) of an iconic brand? Is the relationship between iconic branding and entrepreneurial orientation (including their respective variables) influenced by categorical variables such as the gender and/or shop preference and/or shopping history of consumers? The questionnaire contained 34 questions and was administered electronically or online. The first six questions were to collect nominal data. Questions 1 and 2 were to acquire respondents’ consent to participate in the study and establish if they are consumers of the iconic brand of interest. Questions 3 to 6 were to establish respondent demographics, such as gender, shopping frequency and whether they shop at the food retail store daily, weekly, monthly or sometimes. Respondents also had to indicate their shop preferences, such as shopping at the physical store or the convenience store (adjacent to a petrol station), or online. They were also requested to indicate their shopping history, such as whether they have been consumers of the brand of interest for 0 to 4 years, 5 to 9 years, 10 to 14 years, 15 to 19 years or more than 20 years. For the rest of the questions a 5-point Likert scale where 1 indicated strongly disagree and 5 indicated strongly agree was employed. The use of the Likert scale allowed for a wide range of both descriptive and inferential statistics to be applied. Questions 7 to 20 dealt with iconic branding (brand story, identity-value and value system), and Questions 21 to 34 dealt with entrepreneurial orientation (innovativeness, risk-taking and proactiveness). The responses were coded and processed using the University of Pretoria’s Statistical Programme called R and a Statistical Data Analysis Report was produced for further analysis and interpretation. The report confirmed that the sample size was big enough and that the number of valid responses processed was high.