Hello,
I am investigating the effect of brand personality on brand loyalty.
I want to know if certain brand personality traits are more effective at creating brand loyalty than others.
I identified 5 main personality traits. Each trait is made up of a number of facets. For example the trait “competence” is made up of intelligence, reliability and successfulness.
For each facet I ask participants to rate on a 5 point likert scale how much they agreed that the brand portrayed the facet.
I now have three different answers (as participants rated the 3 facets) to tell me how much participants think the brand portrays the trait competence.
Participants also responded to 5 point likert scales to access their brand loyalty.
I have input all my data in SPSS but I do not know how to analyse it to tell me which of my 5 personality traits is most associated with brand loyalty.
I am a complete newbie with SPSS, any help would be greatly appreciated!
Thank you,
Kat
I am investigating the effect of brand personality on brand loyalty.
I want to know if certain brand personality traits are more effective at creating brand loyalty than others.
I identified 5 main personality traits. Each trait is made up of a number of facets. For example the trait “competence” is made up of intelligence, reliability and successfulness.
For each facet I ask participants to rate on a 5 point likert scale how much they agreed that the brand portrayed the facet.
I now have three different answers (as participants rated the 3 facets) to tell me how much participants think the brand portrays the trait competence.
Participants also responded to 5 point likert scales to access their brand loyalty.
I have input all my data in SPSS but I do not know how to analyse it to tell me which of my 5 personality traits is most associated with brand loyalty.
I am a complete newbie with SPSS, any help would be greatly appreciated!
Thank you,
Kat