Survey data on creating brand image and reputation through digitalization

Prior to administering the survey, qualitative studies took place in the form of in-depth interviews and focus groups. In particular, interviews were conducted with the participation of eight UK marketing and communication university managers and experts, as well as four focus group (total of 27 participants) discussions of employees, doctoral researchers and MBA students from a UK Business School. The details of the interviewees and focus group interviewees are provided in Table I.
n the first stage of analysis, exploratory factor analysis was ran as a fundamental and useful technique towards reducing the numbers of observed variables (indicator) to a smaller and more controllable set aiming to attain the theoretically expected factor solutions; 23 (students) and 24 (employees) out of 167 items in total were excluded for multiple loadings on two factors, and the total correlation was less than 0.50 . (Table II) Then, by employing hierarchical linear regression the research hypotheses were tested (Table III). The results included in Table IV provide support for H1, i.e. that there exist relationships between colour and logo (H1a - students: β=0.137, t=2.644; employees: β=1.203, t=2.933), typeface and logo (H1b - students: β=0.106, t=2.48; employees: β=.646, t=7.471), name and logo (H1c - students: β=0.337, t=8.009; employees: β=.474, t=4.724), and design and logo (H1d - students: β=0.215, t=3.906; employees: β=.416, t=4.947).

在实施调查之前，通过深入访谈和焦点小组的形式进行了定性研究。特别是，与八位来自英国市场营销和传播大学的经理及专家进行了访谈，同时还有来自英国某商学院的员工、博士研究生和MBA学生参加的四场焦点小组讨论（共计27名参与者）。访谈对象和焦点小组访谈对象的详细信息见表I。在分析的第一阶段，为了将观测变量（指标）的数量减少至更小、更易于控制的集合，以期达到理论上的预期因子解，采用了探索性因子分析这一基本而有效的技术；在总共167个项目中有23（学生）和24（员工）被排除，因为它们在两个因子上存在多重载荷，且总相关系数低于0.50。（见表II）随后，通过采用分层线性回归对研究假设进行了检验（见表III）。表IV中包含的结果为H1提供了支持，即颜色与标志（H1a - 学生：β=0.137，t=2.644；员工：β=1.203，t=2.933）、字体与标志（H1b - 学生：β=0.106，t=2.48；员工：β=0.646，t=7.471）、名称与标志（H1c - 学生：β=0.337，t=8.009；员工：β=0.474，t=4.724）以及设计与标志（H1d - 学生：β=0.215，t=3.906；员工：β=0.416，t=4.947）之间存在关系。