An Empirical Investigation of Factors Affecting Brand Health Tracking:

Implication for Two Wheeler Industry

1. Afshana Saleh

Lecturer, Bangladesh University of Business and Technology (BUBT), Dhaka

Add: Bangladesh University of Business and Technology (BUBT), Campus -2, Dhaka Commerce
College Road, Mirpur-2, Dhaka-1216

Cell No.:01676088393, Email: afsana.nitu@gmail.com

2. Afrista Birjis

Lecturer, Notre Dame University Bangladesh

Add: Notre Dame University Bangladesh, 2 Arambagh, Motijheel, Dhaka-1000

Cell No.:01716180007, Email: afrista_b.@ymail.com

Abstract:

Brand health tracking is no more an optional task rather it becomes a crucial task for marketers.
Companies can track their brands to identify their brand market position and most importantly
awareness of brands. This study was conducted to identify the possible brand health determinants
and their affects on tracking brand health of two wheeler industry of Bangladesh. Besides this it
aims at investigating whether there is any significant difference among the impact of brand health
factors on brand health tracking of different age groups. Data was collected from 285 owners of
various brands of motorcycle through questionnaire. Factor analysis, Reliability analysis,
Regression Analysis and One-way ANOVA were run in SPSS to analyze data. The result of the
study found significant affect of brand health factors/determinants on brand health tracking.

Keywords: Brand tracking; Brand health factors, Two wheeler industry, Motorcycles,
Bangladesh

1. Introduction:

Automobile industry is one of the leading and emergent industries in the world. Transportation
facility is one of those facilities, which may explain some points of countries overall economic
development. Motorcycle is one of the most convenient modes of transportation in a country like
Bangladesh with so many narrow and under constructions roads. Motorcycle is one of those
products who represent people’s personality and image along with serve their purpose. In
Bangladesh, several two-wheeler brands are competing for their share of market.

Consumer purchase decision become very complex, especially for the products like motorcycle,
which may reflects one’s personality and image. Several rational and emotional stimuli can
influence purchase intentions of consumers in these types of products. People usually consider
branded item over non-branded item while purchasing products like motorcycle. Branding his/her
product is always the ultimate target of any growth-oriented marketer in today’s business world.
“Brand is a name, term, sign, symbol or design, or a combination of these that identifies the
products or services of one seller or group of sellers and differentiates them from those of
competitors.” (Kotler, Armstrong, Agnihotri and Haque, 2011) “Branding is endowing products
and services with the power of brand”. (Kotler and Kelle,2008). Brand is an identity (Bruke & Sr,
1994) The power of brand lies under customer based brand equity. “Customer based brand equity
refers to the differential effects that brand knowledge has on consumer response to the marketing
of that brand” (Kotler and Keller,2008) Consumers perception about a brand has a vital effect on
consumers purchase decision. Perception can be mobile over time as human is mobile. (Smith,
Hoeksema, Fredrickson and Loftus, 2003).

“Brand tracking study is collecting quantitative data from consumers on a routine basis over time
to provide marketers with consistent, baseline information about how their brands & marketing
programs are performing on key dimensions.” (Kotler & Keller, Marketing Management, 2008)
Usually there are two basic rules of brand tracking that one must use quantitative data and the
same measures must be repeated on a regular basis. (Ritson, 2011)

As, brand equity and consumer perception can be changed over time so organizations try to keep
tracking of the brand health of their product through several manners. Among all of the tools,
brand-tracking study is mostly used tools for tracking brand health.

2. Literature Review:

Brand tracking studies are considered by brand managers as an important tool to set brand
strategies. This study gives marketers guideline to adjust their marketing programs. Measuring
brand status over time are called brand tracking.

Brand tracking studies include measurement of awareness, usage, brand attributes, brand image
and purchase intention (Mora, 2010).Brand tracking challenge is now most urgent and
poteentially rewarding for marketers(Ritson, 2011). Brand creates deep emotional contacts and
high loyalty (Kapferer and Jean-Noel, 2008).

A comprehensive brand health tracking survey should cover brand awareness,brand usage,brand
attributes and purchase intention.

In a study of tracking Toyota Corolla’s brand health factors like awareness,usage and brand
perception was measured (Ahmed, 2013).

Keller came up with the concept “customer-based brand equity (CBBE)” in 1993. Customer based
brand equity can be leveraged only when strong brand awareness and positive brand image can be
established. “By collecting quantitative data from consumers on a regular basis, marketers can not
only monitor their brand’s health, but amend their strategy to compensate for weaker areas.”
(Harrison, 2013).
Brand awreness is vital to build a brand.Customers knowledge about the product increases
intention to purchase and it is proved by number of studies (Oliver and L, 1980) (Russell-Bennett
R and LV, 2007).Information about the product features highlight the goodwill of the product
among people. (T. and Chabot, 2007). Brand awareness means both recognition (aided) and recall
(unaided) of brand (Keller, 1993). While, brand awareness refers to the ability of consumers’ to
identify the brand under different conditions, on the other hand, brand image refers to consumers’
perceptions about a brand. (Keller, 2008). “Brand awareness influences the formation and strength
of the associations that makeup the brand image.” (Keller, 2008).

Brand usage helps to track the market share and share of wallet by analyzing the recent purchase,
frequency of usage, and total spending in the brand, and product category. (Mora, 2010) “Usage
measurements allow marketers to get a better understanding of consumer behaviors and market
share.” (Harrison, 2013) “Understanding a brand’s usage helps a company realize its standing in
the market.” (MSG Experts, 2017)

Brand image is stated as a set of associations that can be arranged in some meaningful way
(Aaker and D.A, 1996).Brand image is developed from emotional or logical interpretation of
customer. Brand image helps to identify the needs that the brand promises its market to satisfy
and helps to distinguish the brand from its competitors, and increases the likelihood that the brand
will be purchased (Barta and Homer, 2004). A favorable image will result in loyalty (Koo, 2003;
Kandampully and Suhartanto, 2000; Nguyen and LeBlanc, 1998), purchase intention (Hsieh ,
2004) and brand performance (Roth, 1995) is proved by several studies. Brand image reflects its
popularity among the people (Chaudhuri and Holbrook, 2001). It was found that there are few
people who buy only those products which are popular among them (Keller, 1993). “The
similarity between the brand image and customers’ self-image would enhance customer
satisfaction and customers’ preference for the brand” (Jama & Goode, 2001). “Brand image is the
key driver of brand equity, which refers to consumer’s general perception and feeling about a
brand and has an influence on consumer behavior.” (Zhang, 2015)

Brand attributes and performance trigger a positive impression about itself in consumers’ mind.
Both attributes and performance might result in either satisfaction or dissatisfaction. Attributes are
characteristics of a product (Keller, 1993). Attributes can be of various types (H. and A.D.,
1981).Intrinsic product attributes vary by product category(keller,1993).Non product attributes are
extrinsic attributes (keller, 1998)(Li.X,2004). Brands have a strong association with perceived
quality (Alamgir, Nasir, Shamsuddoha, & Nedelea, 2010). “Brand Attitudes refers checks whether
the brand is coherent with the customers’ expectations and how well their needs are fulfilled.”
(MSG Experts, 2017).

3. Significance of the study

Brand is identity and brand health tracking is a means to gauge strength and weakness of brands.
Instead of this high magnitude of brand health tracking so far a little research has been done on
this issue in Bangladesh. This study intends to fill up this research gap. This research paper targets
to explore the determinants related to brand health of motorcycle industry and their impact on
brand health tracking.

4. Research objective

1) To identify factors those have impact on brand health tracking.

2) To measure the affects of brand health factors on brand health tracking.

3) To see whether there is any difference among the impact of brand health factors on brand
health tracking of different cities.

5. Research hypotheses

H1: There is relationship between the factors of brand health and brand health tracking.

H2: There is difference among the impact of brand health factors on brand health tracking of
different cities.
6. Conceptual Framework

Reputation
Originated
from V6
technically
V8
advanced
country
Brand
Image
Suit my
personali V7
ty
F1 Brand
Brand Health
Low
repair & Attributes
mainten
ance V14

Cost
Expense

High V9 Ride
resale Frequen V4 V5 F2 F3
Value tly
Brand Purchase
Superior
V13 Usage
Fuel Recency Intention
Efficiency V3

Easy to Like to purchase

Move in V12 Brand current V15

Traffic Awareness motorcycle brand

again

Durability
V11 V2 V1 Like to recommend V16

Recall any ad current motorcycle

Recall any
Comforta with Clue brand
V10 ad without
ble to Clue
ride

Like to purchase current

motorcycle brand even if it
were costly
 V17

7. Research Methodology

7.1 Nature of the Research and Geographical Coverage:

This research is of descriptive type. In this study both primary and secondary data was used.
Considering the literature review a well structured questionnaire was designed to collect primary
data and the research was done throughout that structured questionnaire. The survey was
conducted in Dhaka,Chittagong ,Rajshahi ,Dinajpur,Bogra and Khulna cities of Bangladesh .

7.2 Data Collection:

The survey was conducted upon two hundred and eighty five (285) respondents during day time
over the time period of two month. Besides primary data secondary data was also collected.
Primary data was collected through face to face interview using questionnaire. Samples were
selected based on non-probability convenient sampling.

Questionnaires were distributed among different brands of motorcycle owners of six cities’.
Secondary data was assembled from journals, books and other publications.

7.3 Questionnaire design:

To investigate affects of various factors on brand health the whole questionnaire was divided into
two sections namely A and B and used five point Likert –type of scales. Section “A” was designed
to collect respondents’ demographic information. Section “B” was set to get information
regarding affects of various factors on brand health. Likert Scale was used for section B ranging
from “1= Strongly Disagree” to “5=Strongly Agree”. Seventeen (17) questions were set related to
seventeen (17) variables .Question 1 was labeled as V1; Question 2 was labeled as V2 and so on.
The independent variables were brand awareness & usage; brand image & attributes and purchase
intention. The dependent variable was brand health.

8. Data Analysis, Findings and Interpretation

For data analysis of the survey software SPSS was selected.

8.1 Factor analysis

Factor analysis was conducted in order to unfold factors that have impact on overall brand health.
Factor analysis was carried out by following a series of steps. First of all correlation matrix was
used to verify whether data set of this study go well with factor analysis or not.KMO and
Bartlett’s test of sphericity as well as determinant were identified to fulfill the assumption of
factor analysis. For extracting factor principal component analysis was used and it is useful to
reduce number of variables. Parallel analysis and scree test was considered to take decision
regarding factor retention. For rotation varimax with Kaiser Normalization method was used to
assume that information explained by one factor is independent of the other factors. Then factors
are named on the basis of outcome of rotated component matrix.

Data Appropriateness

The correlation matrix (Table 1) presented in appendix shows how each variable is related to
other variables. One assumption is that determinant should be more than .0001.Here it is 1.44.So
the assumption is met. Correlation matrix also indicates that most of the correlation coefficients
are above 0.3 .That means all variables are correlated with each other.

The KMO and Bartlett’s measure should be greater than 0 .70.Here, KMO and Bartlett’s test
(table 2) of this study is .853 which indicates that enough items are predicted by each factor. The
Bartlett’s test of this study is significant which indicates that variables are highly correlated.

Table 2: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .853
Bartlett's Test of Approx. Chi-Square 3.732E3
Sphericity df 136
Sig. .000

Communalities table (table 3) presented in appendix shows the relation between the variables and
all other variables. Here,all the initial communalities are above .30 which is good.

So, it can be said that the result of correlation matrix, KMO and Bartlett’s Test indicates the
appropriateness of factor analysis for this study.

Factor extraction

Total Variance Explained table (table 4) shows how the variance is divided among the 17
components. Eigenvalues mentioned in the total column are considered for factor retention.
Common criterion for a factor to be useful is it’s eigenvalue should be greater than 1.0. Total
Variance Explained table shows that onle first three component have eigenvalue more than 1
 (5.419 ;4.327;2.115).In total 69.767 percent of the variance is explained by the factors. So, we
retain first three factors.

Table 4 : Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings
Compone % of Cumulati % of Cumulative % of Cumulati
nt Total Variance ve % Total Variance % Total Variance ve %
1
5.419 31.876 31.876 5.419 31.876 31.876 5.336 31.388 31.388

2
4.327 25.452 57.328 4.327 25.452 57.328 4.370 25.704 57.092

3
2.115 12.439 69.767 2.115 12.439 69.767 2.155 12.675 69.767

4
.858 5.049 74.815

5
.656 3.859 78.674

6
.585 3.441 82.115

7
.517 3.043 85.158

8
.443 2.606 87.764

9
.390 2.292 90.056

10
.362 2.132 92.188

11
.324 1.905 94.093

12
.271 1.596 95.689

13
.236 1.390 97.079

14
.206 1.214 98.293

15
.146 .861 99.154

16
.101 .592 99.746

17
.043 .254 100.000
Extraction Method: Principal Component Analysis

Parallel analysis

To identify the numbers of factors to be retained parallel analysis was also conducted. This method
compares eigenvalues from principal components analysis (PCA) with the corresponding criterion
values taken from parallel analysis. The factor is retained if it has eigenvalue larger than the
criterion value from parallel analysis otherwise it will be rejected.

Table 5: Comparison of eigenvalues and the corresponding criterion values

Factor Eigenvalue from Criterion Value from Decision

Principal Component Parallel analysis
Analysis(PCA)

1 5.42 1.44 Accept

2 4.33 1.35 Accept

3 2.12 1.29 Accept

4 0.86 1.22 Reject

5 0.66 1.17 Reject

6 0.59 1.12 Reject

Only comparisons of six factors are illustrated in the table. Other factors are rejected.

As three factors have larger eigenvalues than the criterion value so we will retain three factors.

Scree Plot

The scree plot shows that after the first four components differences between eigenvalues are
declining and curve is flattening. But only three components have eigenvalues more than 1.00.So
this again supports a three (3) component solution.
Factor rotation and naming of factor

Rotated Component Matrix (Table 6) is used to find all the loadings (above 0.3) for selected three
factors. Factor loading helps to identify which variables or items are underlying in which factor.
This analysis has arranged 17 items into three factors. Items or variables with highest loading are
listed first to the one with lowest loading from each factor. Following three factors are identified
according to this manner.

Factor 1 (Brand Image and brand attributes):

Variable 14 (low repair and maintenance cost), variable 9 (high resale value), variable 13(superior
fuel efficiency), variable 12 (easy to move in traffic), variable 11 (durability), variable 10
(comfortable to ride), variable 8 (reputation), variable 6 (originated from technically advanced
country) and variable 7 (suit my personality) have main loadings on factor 1.Therefore factor 1
can be named as Brand Image and brand attributes.
 Table 6: Rotated Component Matrixa
Component
1 2 3
I prefer motorcycles with low repair and maintenance cost
.854
(V14)
I prefer this brand because of its high resale value (V9) .806

I prefer this motorcycle because of its superior fuel

.787
efficiency (V13)
I prefer this motorcycle because it is easy to move in
.780
traffic (V12)
I prefer this motorcycle because of its durability (V 11) .767
I prefer motorcycle because its comfortable to ride (V 10) .766
I have positive attitude towards this brand because it has
.756
reputation among my friends and families (V 8)
I have positive attitude towards this brand because it is
.744
originated from technically advanced country (V 6)
I have positive attitude towards this brand because it suit
.649
my personality (V 7)
I expense more than 5% of my monthly income on
.946
motorcycle (V 5)
I ride frequently (V4) .936
I have purchased this motorcycle within one year (V 3) .934
I can recall any ad of my motorcycle brand without any
.929
clue (V 2)
I can recall any ad of my current motorcycle brand with
.919
clue (V 1)
I would like to purchase the current motorcycle brand
.899
again (V 15)
I would like to recommend the current motorcycle brand
.830
to my friends and family (V 16 )
I would like to purchase the current motorcycle brand
again even it were the most expensive in my
.790
consideration set ( V 17)

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations.
 Factor 2 (Brand awareness and brand usage):
Component 2 is mainly loaded with variable 5(expense) ,variable 4 (ride frequently), variable 3
(recency),variable 2(recall any ad with clue) and variable 1(recall any ad without clue). So factor
2 named as Brand awareness and brand usage.

Factor 3 (Purchase Intention):

Main loadings on factor 3 are variable 15(like to purchase the current motorcycle brand again),
variable 16 ( like to recommend current motorcycle brand) and variable 17 ( like to purchase
current motorcycle brand even if it were costly).So this factor named as purchase intention.

8.2 Regression analysis

To examine hypothesis 1 (H1) that there is relationship between the factors of brand health and
brand health tracking regression analysis was conducted. Brand health factors (Brand image &
attributes, Brand awareness & usage and Purchase intention are independent variables derived
from factor analysis whereas brand health is dependent variable. Before conducting regression to
test reliability of collected data Cronbach’s alpha was conducted.The standard value of
Cronbach’s alpha is 0.70.Value of Cronbach’s alpha (table 7) indicates reliability of all three
factors. In this study values of Cronbach’s alpha for all variables is above 0.70 which shows high
level of internal consistency of variables.

Table 7: Reliability analysis

Variable No. of item Cronbach’s alpha

Brand image and attributes 9 .912

Brand awareness and usage 5 .963

Purchase intention 3 .791

Multicollinearity test was conducted to check whether there is any similarity between the
independent variables in this model. If VIF value of collenearity statistics of coefficients output
shown in Appendix (table 8) range from 1 to 10 that means there is no multicollinearity. In this
study all values (1.02 ,1.01 and 1.02) fall within this range revealing that variables are free from
multicollinearity. Results of the regression analysis are shown in appendix (table 9,10).In this study
R is 0.708 which tells that there is a high positive relation between predicted variables and
predictors. The value of R square which is 0.502.That means the dependent variable is explained
50.2 % by independent variables. So it can be said there is a relationship between brand health
factors (Brand awareness and usage, brand image and attributes and purchase intention) and brand
health tracking. F statistic of ANOVA table is 94.390 and it is highly significant. So H1 is accepted.

8.3 One- way ANOVA

To prove hypothesis 2 (H2) that there is difference among the impact of brand health factors on
brand health tracking of different cities one-way ANOVA was conducted. The result of ANOVA
presented in appendix (table 11) shows that significance is 0.66 which is higher than 0.05. So
there is no difference among the impact of brand health factors on brand health tracking of
different cities. That means H2 is rejected.

9. Conclusion

Brand plays a vital role in consumers buying decision. That is why marketers always want to
know their own brands familiarity, perception and devotion of customers towards the brand. And
this is tracking the health of the brand. This study unfolds positive affect of brand health
determinants on brand health tracking like other previous studies conducted all over the world.
According to this study awareness of a brand & brand usage, brand image & brand attributes and
loyalty towards the brand can measure brand health. That means brand with high salience, high
usage level, good image, satisfactory attributes and high loyalty can indicates strong health of the
brand. This also reveals that impact of factors on brand health tracking remains similar across
different age group. This study confirms that in competitive Bangladeshi market marketers of
motorcycle brands can monitor and improve brand familiarity, perception and buying intention
through tracking brand health.

10. Limitations of the study and scope for future research

There are some limitations of the study that can be used as a guideline for future researches:

 The sample size was not large enough.

 The study was not considered specific brands.

 Customers of different gender (female) were not considered in this study.

Future research should be conducted with larger sample size in order to get more generalized
result. The future study should consider female customers as well. Study with specific brand may
reveal different results.
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Appendix

Table 1 : Correlation Matrix

 V1 V2 V3 V4 V5 V6 V7 V8 V9 V10 V11 V12 V13 V14 V15 V16 V17

V1 1.000 .889 .841 .776 .793 .008 .019 .000 .087 .036 .074 .075 .061 .005 -.064 -.063 -.056

V2 .889 1.000 .835 .804 .813 .015 .007 -.005 .089 .045 .034 .058 .048 .007 -.080 -.052 -.042

V3 .841 .835 1.000 .843 .857 .063 .019 .049 .133 .048 .058 .076 .076 .031 -.130 -.062 -.104

V4 .776 .804 .843 1.000 .954 .031 .024 -.027 .062 .019 .038 .047 .040 .004 -.105 -.055 -.091
V5 .793 .813 .857 .954 1.000 .040 .021 -.026 .056 .026 .055 .074 .054 .009 -.078 -.041 -.073
V6 .008 .015 .063 .031 .040 1.000 .300 .450 .663 .616 .498 .491 .462 .648 -.059 -.045 -.012
V7 .019 .007 .019 .024 .021 .300 1.000 .438 .382 .388 .600 .485 .463 .533 -.090 -.062 -.063

V8 .000 -.005 .049 -.027 -.026 .450 .438 1.000 .673 .521 .545 .532 .521 .545 -.050 -.031 -.029

V9 .087 .089 .133 .062 .056 .663 .382 .673 1.000 .564 .577 .505 .577 .620 -.091 -.044 -.018
V1
.036 .045 .048 .019 .026 .616 .388 .521 .564 1.000 .481 .527 .555 .636 -.021 -.036 -.046
0

V11 .074 .034 .058 .038 .055 .498 .600 .545 .577 .481 1.000 .552 .531 .558 -.108 -.076 .006

V1
.075 .058 .076 .047 .074 .491 .485 .532 .505 .527 .552 1.000 .645 .656 -.011 -.009 -.020
2
V1
.061 .048 .076 .040 .054 .462 .463 .521 .577 .555 .531 .645 1.000 .666 -.021 .074 .018
3
V1
.005 .007 .031 .004 .009 .648 .533 .545 .620 .636 .558 .656 .666 1.000 .025 .016 -.001
4
V1
-.064 -.080 -.130 -.105 -.078 -.059 -.090 -.050 -.091 -.021 -.108 -.011 -.021 .025 1.000 .658 .603
5
V1
-.063 -.052 -.062 -.055 -.041 -.045 -.062 -.031 -.044 -.036 -.076 -.009 .074 .016 .658 1.000 .435
6
V1
-.056 -.042 -.104 -.091 -.073 -.012 -.063 -.029 -.018 -.046 .006 -.020 .018 -.001 .603 .435 1.000
7
Determinant: 1.44
 Table 3 : Communalities

Initial Extraction
I can recall any ad of my current motorcycle brand with
1.000 .846
clue.
I can recall any ad of motorcycle without any clue
1.000 .864

I have purchased this motorcycle within one year

1.000 .879

I ride frequently 1.000 .880

I expense more than 5% of my monthly income on
1.000 .896
motorcycle
I have positive attitude towards brands which are
originated from technically advanced country 1.000 .554

I have positive attitude towards brands that suit my

1.000 .430
personality
I have positive attitude towards the brands which can
boost up my reputation among my friends and families
1.000 .573

I prefer brand with high resale value 1.000 .657

I prefer motorcycles which are comfortable to ride
1.000 .586

I prefer motorcycles which are durable

1.000 .594

I prefer motorcycles which are easy to move in traffic

1.000 .612

I prefer motorcycles with superior fuel efficiency

1.000 .627

I prefer motorcycles with low repair and maintainance

1.000 .732
cost
I would like to purchase the current motorcycle brand
1.000 .815
again
I would like to reccomend the current motorcycle brand
to my friends and family 1.000 .689

I would like to purchase the current motorcycle brand

again even it were the most expensive in my 1.000 .626
consideration set

Extraction Method: Principal Component Analysis

 Table 9 : Model Summaryb

Adjusted R Std. Error of the

Model R R Square Square Estimate Durbin-Watson

1 .708a .502 .497 .98372 1.243

a. Predictors: (Constant), Purchase_intention, Brand_image_attributes,

Brand_Recall_usage

b. Dependent Variable: Brand_health

Table 10 : ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 274.021 3 91.340 94.390 .000a

Residual 271.922 281 .968

Total 545.944 284

a. Predictors: (Constant), Purchase_intention, Brand_image_attributes, Brand_Recall_usage

b. Dependent Variable: Brand_health

Table 11: One way ANOVA (Age)

Brand_health

Sum of Squares df Mean Square F Sig.

Between Groups 4.661 4 1.165 .603 .661

Within Groups 541.283 280 1.933

Total 545.944 284