Paired t-tests for Brand Index Score

The Brand Index Score was highest for Fiji, followed by Aquafina with a slightly different mean score and then Evian. The groups for Evian/Fiji and Evian/Aquafina were significantly different from one another while the group for Fiji/Aquafina was not. 

Between-Groups t-tests

Between-Groups t-test revealed that the similar amount of movement, both up and down, on the Brand and Ad index Scores for Evian. The difference between those respondents who moved either up or down on the Ad Exposure Score after viewing the ads was consistent across both the Brand and Ad Index Scores.  The respondents who moved up (post > pre ad exposure) viewed the Evian advertisement more favorably than those who moved down (post < pre ad exposure), as indicated by their higher mean scores for both the Brand and Ad Index Scores. The ad index score for Evian was statistically significant, but the brand index score for Evian was not.  

Chi-squared test for Evian median scores with Change Score

Those respondents who were above the median Brand Index Score tended to move up. Those respondents who were below the median Brand Index Score tended to move down or stay the same. These results make intuitive sense as you would expect someone who moved up on the Change Score also rate the advertisement higher on the Brand Index Score.

Frequency

The number of respondents in this survey who did not change on the pre-to-post Ad Exposure Score was much lower than generally reported in the copy test research. While Fiji had the greatest increase in favorability in pre-to-post ad exposure, Aquafina had the least increase in favorability in pre-to-post ad exposure. This could be a result of the high initial brand index score for Aquafina (it had nowhere to go but down), or that the advertisement rubbed some people the wrong way.

67.1% of the respondents scored Fiji higher than or equal to Evian on the Brand Index Score after viewing the advertisements. These results indicate that respondents favor Fiji advertisement the most, Evian’s advertisement the second, and Aquafina advertisement the least.

Correlation between Evian and Fiji Brand Index Score

There is a weak positive correlation between the two scores with a correlation coefficient of .2. The result of this study could be projected to the population.

Correlation between Brand and Ad Index Score for Fiji

There is a moderate positive correlation between brand index score and ad index score for Fiji with a correlation coefficient of .6. This correlation means that the brand and ad index scores are scored proportionate to one another: as brand index score for Evian is scored higher or lower, so is ad index score. The result was statistically significant.

Evian

Respondents made a low connection between the advertisement and how they rated the brand. The brand attributes that are important independent variables in explaining variance in the change score in this sample include those described as “A Trust Brand”, “Purer Water Source”, and “Fits My Lifestyle”. Because of the lack of statistical significance for most of the Likert items, however, only the correlations for the Likert items “Purer Water Source” and “Fits My Lifestyle” could be projected to apply to the population to explain the variance in Change Scores.

Fiji

There was a low relationship between the advertisement and how respondents rated the brand. The brand attributes that are important independent variables in explaining variance in the change score in this sample include those described as “A Good Brand”, “Feel Healthy”, “A Trust Brand”, “Would Not Drink”. However, only the statement indicating that “Feel Healthy” was statistically significant and thus could be projected to the general population.

Aquafina

There was a low relationship between the advertisement and how respondents rated the brand. The brand attributes that are important independent variables in explaining variance in the change score in this sample include those described as “Too Expensive”, “Like Any Other Brand”, and “Fits My Lifestyle”. However, the Likert item “Too Expensive” did not achieve a statistical significance.

Five of the 10 Likert items were determined to be important discriminant variables. The important variables in discriminating between Up Movers and Down Movers are brand attributes described as “A Good Brand”, “A Trust Brand”, “For My Caloric Intake”, “Purer Water Source”, and “Fits My Lifestyle”. Because these items were statistically significant, their importance could be projected to the population.

This is a quite successful discriminant analysis. (1) Even though there are little mean differences of each brand attribute between up-movers and down-movers, (2) Wilks’ Lambda result shows that group centroids are statistically significant as indicated by chi-squared value of 15.98. (3) Also, 69.2% of the original grouped cases were correctly classified as either an up-movers group or a down-movers group. Moreover, t-ratio to test this classification accuracy is significant. Although these ten brand attributes do not discriminate these two groups (up- and down-movers) at a high level, there is a weak connection between group membership (up’s and down’s) and the perception of brands indicated by ten Likert items. Thus, respondents’ attitudes toward the Evian brand can affect whether or not they like the advertisement for Evian.       

Using a brand attribute, “Drinking Aquafina fits my lifestyle” as a dependent variable, Analysis of variance (ANOVA) was executed to know the relationship with two categorical independent variables: (1) the household income level and (2) the likeability of the Aquafina print advertisement based on the change score direction. And then, multivariate analysis of variance (MANOVA) took all of the ten brand attributes into account as dependent variables. It shows that there is no relationship between the income level and likeability of the Aquafina advertisement on ten Likert items for Aquafina. The result, however, did not reveal any statistical significance.

Evian

Three factors account for 69.5% of the potential explained variance: the larger the percentage of explained variance the better the factor analysis. A positive item to evaluate brand attitudes, “A Good Brand” loaded on factor I. Seven out of ten brand attributes also positively loaded on factor I and had an absolute value above .5: “A Good Brand”, “Don’t Like Taste”, “Feel Healthy”, “A Trust Brand”, “Purer Water Source”, “Would Not Drink”, and “Fits My Lifestyle”. This dimension of consumer preference, deemed Factor I, is evaluative in nature and reveals those responses which have practical significance.  This means that these highly correlated values are the most important contributors to understanding the attitude of respondents towards the brand and will be used for further comparative analysis.

Fiji

Three factors account for 67.0% of the potential explained variance. A positive item to evaluate brand attitudes, “A Good Brand” loaded on factor I. Eight out of ten brand attributes also positively loaded on factor I and had an absolute value above .5: “A Good Brand”, “Don’t Like Taste”, “Feel Healthy”, “A Trust Brand”, “Purer Water Source”, “Would Not Drink”, “Like Any Other Brand”, and “Fits My Lifestyle”.

Aquafina

Three factors account for 73.1% of the potential explained variance. A positive item to evaluate brand attitudes, “A Good Brand” loaded on factor I. Six out of ten brand attributes also positively loaded on factor I and had an absolute value above .5: “A Good Brand”, “Don’t Like Taste”, “Feel Healthy”, “A Trust Brand”, “Would Not Drink”, and “Fits My Lifestyle”.

Attitude Score

The attitude score reveals that respondents evaluated Aquafina (attitude score of 3.5) the most favorably followed by Fiji (attitude score of 3.4) and Evian (attitude score of 3.3). All three, however, ran very closely in mean scores, just as they did in the initial paired t-test. The paired t-test shows that in 85 or more samples out of every 100 samples drawn from the same population as this sample of 73 people, it is expected that the difference between brand attitude scores for Evian and Aquafina would be about what they are in this sample. However, the magnitude of differences between brand attitude scores for Evian and Fiji and for Fiji and Aquafina cannot be projected to the population.