A study of the impact of brand identity on consumer purchase intention: A Case Study on GSK, UK.

Harvard, 12000 Words


Brand is assumed to be a Universal language. Brand is the image of a product or of a company. Brand Identity is how a company or business wants to create its brand through name, logo and way of communication (Riley, 2010). Brand identity is the combination of the entire component created by the business that it wants to be perceived by its customer. GlaxoSmithKline is a multinational brand that was established in 2000. It’s a British multinational pharmaceutical company that is ranked 6th in terms of revenue all over the world. They are mainly doing business in producing lifesaving drugs for many critical and major diseases. Their most identified brand all around the world is Horlicks which is a health drink brand. As it is said earlier that brand identity is how a company wants its brand to be established in the mind of the consumer. Sometimes the major problem occurs is that a gap is created between the brand identity and the brand image. The brand identity is how a company wants to see the brand to be established and brand image is how a consumer perceives a brand (Patricia, 2009). So the research problem is to investigate the brand identity and to find its effect on consumer. The study will focus on the reasons that create the gap between brand identity and brand image by evaluating the effects of brand image of the company.

It is important to investigate the brand identity of a product. The company want to build its brand image by their brand identity. It is very difficult to establish the brand in the consumer mind as the business wants it to be perceived by the consumer (De Chernatony, 2008). It has become an issue to identify the effectiveness of brand identity. It has also become important to understand the factors that need to be considered while establishing a brand.

The study will investigate the effectiveness of the brand identity (Abrahams, 2008). It will help to find out the reason why different brands fail to achieve its brand identity and how they can create a positive brand image by establishing a positive brand identity.



Table of Contents

Supervisor’s Declaration

Student’s Declaration


1        Introduction

1.1       Background of the study

1.2       Rationale of the study

1.3       Research objectives

1.4       Research Questions

2        Literature Review

2.1       Concept of Brand and Brand identity

2.2       Core brand identity Variables & Attitudes

2.3       Brand identity and customer buying behavior

2.4       Conceptual Framework

3        Research Methodology

3.1       Introductions

3.2       Research Philosophy

3.3       Type of Investigation

3.4       Research design:

3.5       Purpose of Research:

3.6       Research Strategy:

3.7       Approach of data collection:

3.8       Methods of Data collection:

3.9       Sampling techniques:

3.10         Ethical issues:

3.11         Limitations of the research:

3.12         Time schedule:

3.13         Conclusion

4        Data analysis and Research findings


4.2       Online Questionnaire Technique

4.3       Methodology



4.6       Regression Analysis

4.7       Hypothesis Testing:

4.8       Research Findings

5        Conclusion and Recommendations

5.1       Conclusion:

6        References:

Appendix – A








Table of Figures:

Figure 1 Source: Adapted from Coop (2004:114) 14

Figure 2 Consumer buying decision process (Source: Keller, 2008) 16

Figure 3 Conceptual Framework. 18

Figure 4: Types of research Philosophy [source-Essential Skills for Management Research, 1st end, SAGE Publications Ltd] 20

Figure 5: Classification of research design [Source: Creswell, 2003] 23

Figure 6 Types of data collection approach [Source: Malhotra, 2011] 26

Figure 7: Considering issues for selecting sampling [Source: Kothari, 2005] 29

Figure 8: Timetable of the research accomplishing. 30

Figure 9 list of dependent and independent variables. 32

Figure 10: Age of the customer 34

Figure 11: Gender Category. 35

Figure 12: Occupation. 36

Figure 13: Marital Status. 37

Figure 14: Recent Purchase. 38

Figure 15: Last Purchase Time. 40

Figure 16: Impact of brand identity. 41

Figure 17: Vision of the GSK influences your purchase intention a lot. 42

Figure 18: Essence of the GSK has a great influence on your purchase intention. 44

Figure 19: Personality of GSK does influence your purchase intention tremendously. 45

Figure 20: Value proposition of GSK attracts you for purchasing GSK’s product 46

Figure 21: Related product value of GSK.. 47

Figure 22: Brand name of GSK has a great influence on customer’s purchase intention. 48

Figure 23: Coefficients Table. 51