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).在正式开展问卷调查前，本研究先采用深度访谈与焦点小组讨论的形式开展质性研究。具体而言，访谈对象包括8名英国高校市场营销与传播领域的管理者及专家，同时还针对某英国商学院的员工、博士研究生与MBA学生开展了4场焦点小组讨论，累计参与人数27人。受访者与焦点小组参与者的详细信息见表1。 在分析的第一阶段，探索性因子分析（Exploratory Factor Analysis）作为基础且实用的分析方法被采用，旨在将观测变量（指标）的数量缩减为规模更小、更易管控的集合，以获取理论预期的因子解；针对在两个因子上存在多重载荷且总相关系数低于0.50的题项，共剔除了23道（学生群体）与24道（员工群体）题项，原始总题量为167道，具体详见表2。随后，本研究采用层级线性回归（Hierarchical Linear Regression）方法对研究假设进行检验，检验结果见表3。表4呈现的研究结果验证了假设H1，即色彩与标识（Logo）、字体与标识、品牌名称与标识以及设计与标识之间均存在显著相关关系：H1a（学生群体：β=0.137，t=2.644；员工群体：β=1.203，t=2.933）、H1b（学生群体：β=0.106，t=2.48；员工群体：β=0.646，t=7.471）、H1c（学生群体：β=0.337，t=8.009；员工群体：β=0.474，t=4.724）、H1d（学生群体：β=0.215，t=3.906；员工群体：β=0.416，t=4.947）。