Factors Influencing Brand Performance in the Technology Sector Report

This report delves into the factors influencing brand performance within the technology industry, focusing on a case study of Andor Technology. The study identifies critical elements such as brand loyalty, brand commitment, brand identity, and job satisfaction, and their impact on overall brand performance. It examines the effects of brand investment on credibility and awareness, emphasizing the importance of brand reputation in the technological sector. The research also assesses the influence of brand performance on consumer loyalty, highlighting the need for companies to understand and manage these factors to succeed in a competitive market. The report includes a literature review, research methodology, data analysis, and conclusions, providing a comprehensive overview of the subject and offering recommendations for businesses aiming to enhance their brand performance. The report emphasizes the need for businesses to understand consumer behavior and adapt their strategies to maintain a competitive edge. This report is valuable for understanding how brand performance can be improved within the technology sector.

Factors influencing brand performance
within the technology industry

Table of Contents
CHAPTER 1: INTRODUCTION...................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Problem statement............................................................................................................2
Aim : To assess the factors influencing brand performance within the technology industry – a
case study on Andor technology.............................................................................................3
Objectives :.............................................................................................................................3
Research questions :...............................................................................................................3
1.3 Significance of study........................................................................................................3
1.4 Dissertation structure........................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Factors that influence brand performance within technology industry............................5
2.3 Effects of brand investment upon brand credibility and awareness.................................7
2.4 Importance of brand reputation in the technological sector.............................................8
2.5 Influence of brand performance on consumer loyalty......................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction....................................................................................................................12
3.2 Research philosophy.......................................................................................................12
3.3 Research design..............................................................................................................13
3.4 Research approach..........................................................................................................13
3.5 Research strategy............................................................................................................14
3.6 Data collection................................................................................................................15
3.7 Sampling.........................................................................................................................15
3.8 Data analysis...................................................................................................................16
3.9 Ethical consideration......................................................................................................16
3.10 Validity and reliability..................................................................................................16
CHAPTER 4: DATA ANALYSIS................................................................................................18
4.1 Introduction....................................................................................................................18
4.2 Analysis..........................................................................................................................18

CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................32
5.1 Conclusion......................................................................................................................32
5.2 Recommendation............................................................................................................33
REFERENCES..............................................................................................................................35
Appendix........................................................................................................................................38

CHAPTER 1: INTRODUCTION
1.1 Background
Brand performance is the outcome that is achieved as a result of profitability and
desirability in a brand. It means that the brand has made a contribution that can be measured in
the success of an organisation. As the emphasis on corporate branding has increased, the team
for managing brand is becoming more diversified and larger because the representatives of
corporate brand influence the perception of consumers regarding corporate brand. It is important
for the staff to have congruent perception regarding identity of brand, so that a consistent
corporate brand can be projected to the consumers successfully (Luxton, Reid and Mavondo,
2015). With the evolving time, it is necessary to modify organisational strategies to be
competitive and sustain in the turbulent market. In this context, brand managers are instituted,
constant research is conducted on the performance of brand and consumer behaviour. It is
essential to evaluate the brand performance of a company within a technology industry. As the
technologies are emerging at a fast pace and to combat the competition in the technology sector,
it is vital to measure and monitor the performance of brand of the organisation. Andor
Technology Ltd is a manufacturing company that is engaged in developing high performance
light measuring solutions i.e. scientific digital cameras.
It is not easy to measure the contribution of brand in the accomplishment of business
results. It is imperative to strictly supervise the results in accordance with the funds used for
maintenance and promotion of brand. Marketing funds should be used directly for the benefits of
brand only and should not flow in the structure of conditions. The investments to be made in
brand should be designed for long term (Rowe, 2012). The plans of marketing should be
developed in such manner that it is possible to ascertain the return on investment and there is
proper allocation of investment to the brand. For this, it is important to follow discipline and
have comprehensive knowledge of marketing performances and brand. It requires know how
about components of a brand and efforts and knowledge are needed for determining return of
brand value. Brand is considered as a type of concealed asset in several businesses but it is not
the case.
Internal branding involves various strategic processes and methods that coordinate in
creating good experience in customers from the brand (Zairi, 2012). This process includes
various factors such as training, internal communication, leadership programs, recruitment,
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bonuses etc. The organisation assimilates strategies that tends to provide guidance to the staff for
fulfilling the brand promise (Trong Tuan, 2012). Internal branding ensures customer experience
and compliance expectations as it influences the performance and motivation of employees.
There is no universal or comprehensive method to evaluate a brand performance as this
can be a function of organisational or environmental strategies, mental mode of management or
function of market. In the context of employees, brand performance can be influenced by various
factors such as brand commitment, brand loyalty, brand identity, job satisfaction.
Brand commitment can be determined as an obligation that is felt by employees in
transferring the brand promise to the customers. They also have a sense of commitment to
increase the awareness about the brand of the organisation. Brand identity means employees
have a sense of belonging towards the organisation and they consider the success of organisation
as their own success. Brand loyalty means that the employees are loyal towards the brand of the
organisation which assures that in addition to being familiar with the brand, they match with the
most of the work environment (Hankinson, 2012). They act as defenders of brand by establishing
single integrated experience for the customers. When the employees feel content and have a
positive emotion towards the job, it is known as job satisfaction and it depends on the experience
of an individual. The positive emotions and feel of satisfaction is good for both employees as
well as organisation. A favourable climate is reflected due to high job satisfaction in the
organisation that helps in attracting and retaining employees.
1.2 Problem statement
The major problem that is faced by the organisation is there is no universal and
comprehensive criteria for evaluation of brand performance. Different factors such as brand
loyalty, brand commitment, brand identity, job satisfaction, customer satisfaction etc. are to be
considered for measuring the performance of a brand. In general, there is no awareness about the
brand value and corresponding brand value return (Rahbek Gjerdrum Pedersen and Sudzina,
2012). Usually, the brand value lists publishes the value of brands on a yearly basis or in case
where business is being sold and purchased. Moreover, the figures published in those lists by
different institutions are quite divergent. The financial statements of brand owners that are listed
on the stock exchange projects such value of brands that seem to be unrealistic with the
justification that adequate yield is not received by the business due to its brand value (Urde,
Baumgarth and Merrilees, 2013). Moreover, it is not easy to come with a valid statement
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regarding the quantum of contribution of the brand to the results of the business. Thus, it
becomes imperative for the organisation to strictly monitor the funds that are used for promotion
and maintenance of brands towards the result and are required to be displayed in the calculation
of products. In addition, marketing funds should be considered as investments and not as
expenses (Hollebeek, Glynn and Brodie, 2014). They should be directed for the utilisation of
brand products and must be used for the benefits of brand only even if the cash flows are not
good.
Aim : To assess the factors influencing brand performance within the technology industry – a
case study on Andor technology
Objectives :
 To identify the factors that influence brand performance within technology industry.
 To analyze effects of brand investment upon brand credibility and awareness.
 To ascertain the importance of brand reputation in the technological sector.
 To assess the influence of brand performance on consumer loyalty.
Research questions :
 What are the factors that influence brand performance within technological industry?
 How brand investment affects brand credibility and awareness within technological
firms?
 What is the significance of brand reputation within technical industry?
 What is the influence of brand performance upon loyal customers?
1.3 Significance of study
Main significance of the current study is that helps in providing usefulness to different
researchers and thus identify the importance of brand performance within technology industry.
However, present study could also be used by Phd scholars in order to assist them within their
work. Further, different businesses and managerial level people working within technological
industry refer to the thesis in order to enhance their knowledge about different factors that
influence brand performance. It also helps in clarifying different concepts and improve
knowledge regarding present topic.
1.4 Dissertation structure
The structure of dissertation is as follows-
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 Chapter 1 Introduction- In the first chapter of dissertation, researcher aims to identify the
background of current research topic and thus identifies the details about the particular
topic so that research could be carried out in an effective way.
 Chapter 2 Literature review- Later in this chapter of thesis it helps in conducting research
on different literature topics through using different articles, journals and websites.
 Chapter 3 Research methodology- Here, using different tools and techniques it helps in
carrying out the research so that desired outcomes could be attained. Here, researcher
aims to conduct qualitative analysis using questionnaire method so that responses could
be collected from respondents about different factors that influence brand performance in
technological industry.
 Chapter 4- Data analysis and findings- Here, researcher aims to analyse the collected data
and thus obtain results of the study. Thus, using thematic analysis helps in evaluating the
information obtain by scholar.]
 Chapter 5 Conclusion and recommendation- It is the last chapter, in which researcher
analyses the bet possible outcomes and thus concludes the dissertation in order to obtain
best results.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is the most crucial chapter that helps in carrying out in-depth analysis of different
literature and thus reviews the study conducted by scholars to deeply understand the topic and
related concepts. However, several authors have carried out research upon the selected topic
(Uddin, Parvin and Rahman, 2013). Through this research it helps in obtaining information from
different secondary sources and thus use different journals, articles, websites and literature of
different authors. With the help of this literature review it assists in identifying the research gap
and thus focus upon the same in order to carry out study. Hence, it helps in developing proper
research so that evaluation could be made easily.
2.2 Factors that influence brand performance within technology industry
As per the view of Parveen, Jaafar and Ainin (2015), each and every businesses aims to
maintain its brand performance in market and thus enhances the sales and profitability. It is
essential for technical industry to maintain its brand performance so that it helps in influencing
target audience and thus raise the business performance in market. There are various factors that
influences brand performance i.e. brand loyalty, demographic profile of consumers, client
preference and satisfaction level of consumers etc, All such factors helps in influencing brand
performance within technology industry and thus satisfies the needs of consumers by providing
them quality products or services. However, Kabadayi and Price (2014), argued that technology
industry needs to produce quality products or services for consumers in order to make them loyal
customers and thus ultimately it increases the brand performance in market. It also helps in
giving tough competition to rivals so that they could be satisfied from the products delivered by
firm. Brand loyalty is one of the crucial factor that encourages customers to make the brand
popular in market. Business is required to identify the several factors that influences brand
performance within technological industry so that large number of customers could be attracted
towards business and thus raise their performance in market.
Further, it is essential for businesses to undertake effective factors that carry out business
towards success. Also, it involves customer loyalty which is one of the best way to enhance
brand performance in market. It is significant for technological industry to influence customer
towards firm and thus overcome competition in market. Sethuraman and Gielens (2014), stated
that implementing all such factors helps in exploring the brand performance and influence
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potential users. With the advancement of technology it is essential for business to undertake
effective communication channel and thus invent innovative products in regard to improve brand
performance. Also, it helps in changing consumer attitudes and buying behavior and thus
enhance brand performance in market through attracting large number of customers. However, it
is essential for business to carry out effective research and development about the product so that
innovative technology could be introduced and thus improves buyer behavior.
Further, brand commitment is another factor that helps in encouraging customers towards
particular brand so that they can remain loyal towards firm and thus influence customers to
purchase products from company. As per the view of Ansari and Riasi (2016), customers also
need to have a sense of commitment and thus increases awareness among clients so that desired
targets could be attained. Thus, such factors influences brand performance and attracts target
customers towards firm and thus enhances the sales and profitability of firm. Thus, it is
significant for technological businesses to undertake effective practices and thus helps
consumers to remain brand loyal and committed so that best results could be attained. Also,
improving brand identity results in increasing commitment of loyal customers towards firm and
thus attains desired success. Through such way it results into gaining significant aspect of
individual and thus performs them efficiently towards success.
According to the view of Gao and Bai (2014), it is essential for business to raise its brand
performance through raising its promotion and thus encourages customers to improve brand
loyalty among target consumers. Therefore, technological businesses are required to carry out
effective marketing strategies and thus raise their product image in market and thus improve
brand loyalty among potential users. Brand identity helps employees to obtain a sense of
belongingness about the brand of firm. Hence, it is the best way through which workers possess a
sense of belongingness and thus it helps in raising the performance of workers towards loyal
customers. Brand loyalty is terms as the way that helps in encouraging loyal customers towards
the particular brand in regard to ensure that desired results have been carried out by business.
However, it is one of the effective factor and thus helps in influencing brand performance so that
sales and profitability of firm could be improved. Through empowering customers it results in
providing the best products or services to consumers and thus improve firm's performance in
market.
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2.3 Effects of brand investment upon brand credibility and awareness
As per the view of Durrani, Godil and Sajid (2015), investigates the effective of brand
investment upon brand credibility and awareness so that trustworthiness could be maintained.
Company needs to improve its brand investment and thus carries out effective brand credibility
and awareness so that consumers purchase intention could be identified. However, brand
awareness and brand image plays a moderate role in building effective relationship so that it
influences upon customer brand purchase intention. Also, brand image and awareness are
considered as positively moderate the relationship between brand credibility and consumer brand
purchase intention. Further, research also assesses that brand awareness is essential among
consumers and in order to maintain that, company needs to bring innovation within its
technology so that success can be attained. Organizations spends lot of amount upon brand
investment so that it positively influences customers brand purchase intention. However, brand
image and awareness are considered as effective in order to form relationship between brand
credibility and brand purchase intention so that best practices can be carried out in an effective
way. However, (Dhurup, Mafini and Dumasi, 2014) argued that investment made upon brand in
order to improve its performance helps in identifying various factors that develops strength so
that best results could be attained. Brand image is considered as the set of brand associations
which influences consumers retain in their memory for long time. Hence, through improving
brand performance in market it helps firm to retain loyal customers within firm for long term.
According to the opinion of (Barroso and Giarratana, 2013), brand image is considered as
one of the effective characteristics of strength, favorability and uniqueness of brand associations
so that consumers are influenced towards the firm and raise business performance. Company
aims to invest more upon different factors such as technology advancement, uniqueness etc. so
that it helps in raising product image in the minds of consumers. Also, firm aims to identify
brand image of business through adopting effective credibility and awareness among market so
that large number of customers could be influenced towards firm. Therefore, it is significant for
organization to adopt effective strategies in regard to overcome competition in market and thus
undertake the best strategy so that customers could be retained within firm for long time.
Wu and Chen (2014), stated that different factor identifies in relation to influence brand
image that helps in influencing brand performance within technology industry. Thus, businesses
are required to identify different factors in relation to make effective decision making so that
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appropriate improvement within the field of technology could be attained. Also, raising brand
value of firm assists in creating consumers attention and thus obtain varied information regarding
products or services in relation to attain desired results. Further, developing brand image results
in making effective investment so that sale of firm could be enhanced. Also, it is crucial for
consumers to bring enhancement in its product or service and thus raise its standard so that
competitors could be avoided. Also, undertaking effective strategy results in enhancing firm's
performance and thus identify purchase intention so that brand value of firm could be created.
However, there are different ways through which brand performance within technological
industry could be improved. Thus, it helps in raising credibility and brand awareness among
consumers and thus become loyal clients within firm (Forslund, 2014).
2.4 Importance of brand reputation in the technological sector
As per the view of (Carah, 2014) brand reputation is considered as effective in regard to
grow business in an effective way. Also, developing positive brand reputation aids in building
loyal customers so that sales and growth of firm could be attained effectively. However, in
today's competitive environment, it is essential for firm to build brand reputation management
that has become bigger priority for companies especially when online conversations about brand
take place in regard to especially obtain the results when online convenience is being provided to
clients. There are different platforms such as social media, blogs, news websites and search
engines etc. so that it helps in developing brand to be the prominent and positioned as
knowledgeable industry that is leading resource and solution to clients. Further, there are
different initiatives which are taken by businesses in relation to obtain effective brand reputation
in the technological industry so that customers could be attracted towards firm. These are as
follows- Public relations- It is essential for business to obtain strong relations with public so that
products or services could be promoted in an effective way. Also, developing effective
relationship with public results into generating trade relations with customers and thus
obtain customer opinion in regard to develop best results. Search engine optimization- As per the view of (Xie, Zhang and Zhang, 2014)
developing effective strategy in regard to adopt effective brand reputation so that
customers are required to search for different resources and solutions in order to manage
the problems timely. Developing effective brand reputation in technological industry
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results into performing the desired actions and thus improve the reputation of firm in
market. Social media- (Yeoh, 2014) stated that social media is another crucial area that helps in
improving brand reputation of business in technology market. However, companies are
required to adopt such method in order to promote its products or services so that brand
loyalty among customers could be enhanced. Thus, promoting products through social
media results into enhancing business performance and thus raises its capabilities so that
desired results can be attained.
 Website development- Further, it is another crucial aspect that helps in developing
website in order to navigate features and thus enjoy the experience of using the product.
However, within technological industry, it is crucial for business to maintain its website
and thus update it accordingly so that customers could be reviewed accordingly and thus
results in performing the desired actions and improve loyalty among clients (Lee, Lee and
Park, 2013).
It can be stated that brand reputation is considered as crucial aspect that helps in
improving business performance and thus raise firm's productivity in market. However, (Kemp,
Jillapalli and Becerra, 2014) argued that enhancing brand reputation is significant for
organization so that large number of customers are attracted and thus it raises brand performance
of business in market. Through reviewing company's position or reputation it helps in promoting
the products or services as compared to competitors. Hence, it is essential for every technological
industry to enhance its reputation in market so that wide range of customers could be attracted.
While, the main disadvantage is that it requires huge amount to be spent upon promotion and
thus it increases overall cost of product. Enhancing brand reputation aids in improving business
performance so that customers could be attracted towards firm and thus build desired results in
market.
2.5 Influence of brand performance on consumer loyalty
As per the view of (Durrani, Godil and Sajid, 2015) it can be stated that influence of
brand performance upon customer loyalty is high and thus is essential for business to identify
performance of brand in order to raise customer loyalty. It is essential for technological industry
to undertake effective practices so that performance of brand could be raised in terms of
improving financial performance as well as raise loyalty among clients. It helps business to
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undertake effective services and thus raise brand performance so that loyal customers could be
attracted towards business. However, (Dhurup, Mafini and Dumasi, 2014) argued that brand
performance influences upon customer loyalty and thus increases firm' capability so that
performance of brand could be improved. It has been assessed that brand performance of firm
could be raised in terms of influencing customer loyalty and thus satisfying the needs of clients
helps in attaining desired results. Also, it is crucial for business to adopt effective strategies so
that raising brand performance assists in enhancing loyal customers.
According to the opinion of (Barroso and Giarratana, 2013) customer satisfaction and
brand loyalty have been addressed in relation to improve marketing goals for different firms.
Carrying out effective marketing professionals and thus improving brand loyalty among
consumers assists in impact upon brand loyalty so that purchase behaviour among consumers
could be improved in terms of raising profitability within business. Moreover, adopting effective
strategy results into improving business performance so that loyalty among customers could be
improved and thus results into enhancing business success. For instance, it is essential for
business to improve brand performance so that best results could be attained (Wu and Chen,
2014).
Brand loyalty is a tool which helps the business entity in surviving in the market at the
time of high competition. It helps in creating a relationship between the consumer as well as
producer. According to So and et.al., (2016), brand loyalty can be measured by the feedback of
the consumers, satisfaction of service users, brand trust etc. If business entity wants to increase
profitability or attain success from their rivalries then brand loyalty is necessary in the market.
The relation between service quality, brand trust along with the loyalty of the consumers towards
the brand. Consumer behaviour is change according to the brand image in the market. As per the
view of Lee and et.al., (2015), it was depicted that business entities have to provide the products
and services according to the needs and wants of the consumers which helps in improving the
satisfaction level. Consumers make the perception of the brand and product by the word of
mouth from the friends and family members or selling as well as promotional activities of the
company. Brand loyalty can increased by the satisfaction of the consumers. Company have to
provide the best and qualitative services to their service users and deliver the merchandise
according to the requirements of consumers. Product of the business entity have to meet the
expectations of the consumers which will helps in improving the position in the market. As state
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by Kandampully, Zhang and Bilgihan, (2015), it was observed that brand value defines the value
of merchandise according to its price. If they are providing best quality products then consumers
willing to pay more money. They have to apply marketing strategies to create the high value in
front of the consumers. When business entity is delivering best products and services to their
consumers then it will helps in increasing the satisfaction level of the consumers and it will
improve the sales of the company and by that they can improve their performance in the market.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology involves tools and techniques that helps in carrying out the
research in an effective way. Here, scholar aims to focus upon using different strategies so that
aims and objectives could be achieved. Further, research methodology involves different
strategies and techniques so that desired outcomes can be attained effectively and efficiently. In
this particular chapter, it involves research design, approach, philosophy, data analysis and data
collection etc (Lushey and Munro, 2015). All these sources helps in investigating the research
outcomes and thus conduct the research upon selected individuals. Researcher aims to identify
specific area of study and thus involves different areas to play a crucial role in collecting
information regarding current study. It also enables researcher to obtain appropriate outcome and
thus accomplish the chapter. This particular chapter carries our the research in order to ensure
that desired results could be obtained.
3.2 Research philosophy
It is one of the crucial aspect of research methodology and thus helps in providing
significant information with the help of which data could be collected. Through adopting such
philosophy it aids n properly evaluating and analysing the study so that better results could be
attained. In regard to this, scholar aims to select appropriate philosophy so that desired results
could be collected (Neuman and Robson, 2012). However, it is the actual phenomenon that aids
in carrying out particular research aim and objective so that best results could be attained. In the
present research, it carries out in-depth research in order to identify the issues faced in
identifying the significant factors that influences brand performance in technology industry.
Research philosophies are of 2 types i.e. interpretivism and positivism. Positivism philosophy
carries out research with the aim of attaining objectives which are being set.
While, there are certain misguiding facts which has been identified and also the
philosophy enables them to list them out. It is also essential to carry out in a structural form and
thus combine logical adjustment so that study could be conducted effectively and efficiently
(Riedl, Davis and Hevner, 2014). While, interpretivism philosophy focuses upon subjective part
and thus it considers that different types of theory and models are being used in regard to
conduct the research. Additionally, it also helps in involving different information so that
selected topic provide proper information and facts regarding the study. However, it provides
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more reliable and appropriate information so that best results could be attained. In the present
study, positivism philosophy is being implemented as it would be helpful for scholar to obtain
best results from the formulated aims and objectives.
3.3 Research design
Research design is considered as the technique that involves different types of tools
which is essential in carrying out the study. However, such tools are being used in regard to
determine the best outcomes and thus address the research problem. Research design is the
blueprint that helps researcher to assess the data and obtain results. It also prepares the outline
that carries out the study and helps in achieving desired outcomes (Silverman, 2016). It involves
3 different types of research design i.e. experimental, exploratory and descriptive research
design. Exploratory research design helps researcher in exploring different questions related to
research so that best outcomes could be attained. Further, descriptive research design involves
different theoretical framework and helps scholar to analyse the research so that theories could
be implemented in an effective way. Additionally, it is essential to identify the characteristic's of
population that is being selected in regard to carry out the research.
Moreover, experimental research design involves the nature of participant that is involved
and thus evaluate the findings to achieve desired results. Thus, through carrying out such
research design it aids in responding to equal situation and maintain proper opportunity. Through
such research design it enables researcher to carry out the study in an effective phenomenon.
Here, descriptive research design is being selected that helps scholar to conduct the study and
carry out crucial information in regard to provide opportunity. Also, scholar aims to prepare
questionnaire and carry out proper analysis so that different factors could be identified that
influence brand performance within technology industry (Smith, 2015).
3.4 Research approach
It is another crucial element that helps in carrying out study either from specific to
general or from general to specific. Further, it also helps in identifying the appropriate process
and methods through which data could be collected and evaluated so that best results could be
attained (Vamsi Krishna Jasti and Kodali, 2014). However, it is considered as the best way
through which different theories are being adopted that helps in improving knowledge and
understanding. There are 2 different types of research approach i.e. deductive and inductive.
Deductive research approach is considered as the type of research that involves different theories
13

related to the study and thu enables to develop interconnection through creating hypothesis.
However, it also accesses different models and theories so that appropriate strategies could be
developed in an effective way. While, in general way it is termed as research is being carried out
from specific to general.
Further, inductive research approach is being carried out in order to undertake different
theories that is being developed as per the available information or data. Also, there is no
hypothesis being made and thus researcher obtains the opportunity to make certain changes in
the direction of study and thus best results could be obtained. However, main aim of such
approach is to ensure that meaningful results could be attained (Wildemuth, 2016). In the present
study, inductive research approach is being used that helps in carrying out the results from
general to specific. However, it also aims to evaluate the responses regarding carrying out in-
depth research about the different factors that influence brand performance in technological
industry.
3.5 Research strategy
It is essential for scholar to undertake appropriate strategy for conducting the research in
an effective way. Here, as per the selected research topic it could be assessed that there are
different areas that could be identified and thus enable them to identify the issues or the threat
which are being faced by individuals working within technology industry. There are two types of
research strategy i.e. qualitative and quantitative. Qualitative research strategy involves different
theories and models which helps in understanding the particular research subject and obtain
desired results. It also helps in determining subjective understanding so that research could be
carried out effectively (Lushey and Munro, 2015). While, quantitative research strategy helps in
analysing the research through using mathematical and statistical approach. Through adopting
such tool it helps in gathering and analysing the information. Such framework aids in carrying
out detailed information so that proper tools could be used in regard to attain desired results. In
the present study, qualitative strategy is being implemented that helps in implementing different
theories and models in order to obtain the best outcomes. It also helps in providing best
understanding of the particular topic. Also, there are various models and theories being
implemented in order to provide information and ensure that factors influences brand
performance within technological industry.
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3.6 Data collection
Data collection is considered as the best tool that helps in obtaining relevant information
so that best results could be attained. There are two types of data collection methods i.e. primary
and secondary. However, both these sources are crucial and thus it helps in collecting
information which is suitable to carry out specific study. Primary data is the one that helps in
obtaining new or fresh information. Further, there are varied ways through which such type of
information could be obtained. It involves different methods such as personal interview,
questionnaire and observation etc (Neuman and Robson, 2012). Further, secondary data
collection sources are that information which has been already collected by some other
researcher. In other words, such information is second hand and thus researcher uses the same in
order to conduct the study and fill the research gap. Further, such type of information could be
collected from different sources such as books, journals, online websites etc. However, it would
help researcher to identify the different factors that influence brand performance within
technology industry.
In the present study, researcher uses both primary and secondary sources for data
collection. In order to conduct primary research, questionnaire is being prepared and thus it
enables them to collect information from respondents (Riedl, Davis and Hevner, 2014). While,
secondary data helps in collecting information through different sources such as online articles,
books, journals etc. It helps in carrying out detailed analysis and achieve success.
3.7 Sampling
Sample is termed as the part of population which is obtained in regard to carry out the
research. However, such method helps in providing opportunity to researcher so that they can
obtain data from the number of selected individuals. Thus, primary data will be collected with
the help of questionnaire and thus it helps in carrying out proper analysis through using best
sampling method. However, there are two different types of sampling technique such as
probabilistic and non probabilistic sampling (Silverman, 2016). In the present dissertation,
random sampling method is being used and thus such type of method provides equal opportunity
to each and every individual through providing them questionnaire which needs to be filled by
respondents. It involves 100 respondents who are selected to identify the information about
different factors that influences brand performance within technological industry. Through using
random sampling method it helps in providing equal opportunity to each and every respondents
15

at the time of selection. Identifying different factors that influence brand performance is vast area
and thus it enables researcher to collect the information effectively and efficiently. Thus,
obtaining such information would be useful in terms in improving the results (Smith, 2015).
3.8 Data analysis
Data analysis is being carried out in terms of evaluating the responses through using
suitable methods. However, interpretation of data could be done with the help of collecting
crucial outcome and thus collect information from selected respondents. Here, qualitative
method is being used in regard to carry out thematic analysis and thus evaluate different themes
in regard to obtain best results (Vamsi Krishna Jasti and Kodali, 2014). It also aims to ensure that
every question is being included in responding and thus better outcomes could be attained. Thus,
it carries out graphical representation and thus prepares tables, diagrams, graphs and pie charts. It
also enable researcher to obtain responses in the form of graphs so that evaluation could be done
effectively. Different themes are being prepared that helps in obtaining the best responses and
thus attain desired results. Hence, such strategy is being adopted in relation to carry out the study
and obtain desired outcome.
3.9 Ethical consideration
Researcher needs to undertake effective ethical consideration and assess what is right and
wrong. Also, scholar aims to ensure that they need to follow all the ethics at the time of
conducting the study. While, carrying out primary and secondary analysis there are different
ethical issues being identified (Wildemuth, 2016). Especially, respondents should be informed
regarding the main motive of this study to be carried out. Also, personal information provided by
respondents need to be kept personal and do not disclose to anyone. Hence, maintaining
confidentiality aspect results in obtaining reliable sources so that best results could be attained.
Also, information from other authors could be used as references but it should not be as it is
copied or pasted.
3.10 Validity and reliability
Validity is considered as the factor that aims to meet the expected results. While,
reliability is the value perceived by individual when collected the information. Here, researcher
needs to ensure that research carried out is reliable and valid. Thus, it would help them to obtain
reliable information about different factors that influences brand performance of firm in market.
Researcher needs to collect information through reliable sources so that no issues could be found
16

(Lushey and Munro, 2015). Also, the websites which have no access should not be used as it
does not have reliable information.
17

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Here, in this particular chapter, the data collected by researcher needs to be analysed in
regard to obtain crucial information. Through using different statistical tools and interpreting the
responses provided by customers helps in identifying the factors influencing brand performance
within technology industry. Thus, evaluating data aims to interpret the results and thus obtain
valid information. Here, present dissertation, discusses that all such factors needs to be assessed
so that opinions and reviews of customers could be identified. Hence, obtaining responses from
users helps in identifying that collected data need to be analysed so that best results could be
attained.
4.2 Analysis
Theme 1: Gender
Male Female
0
10
20
30
40
50
60
70
80
90
Column B
Illustration 1: Theme 1
It can be evaluated that there are 78 out of 100 male respondents while 22 out of 100
female respondents. Thus, both of them participated in order to give responses and thus carry out
desired results in an effective way.
Theme 2: Major factors that influence brand performance in order to attract consumers towards
firm
18

It can be stated that there are various factors that helps in influencing brand performance
in relation to improve business performance. There are 46 respondents out of 100 who assesses
that trustworthiness is the main factor that influences brand performance in relation to influence
customers towards firm. While, there are 21 respondents who states that in regard to influence
brand performance business identifies that loyal clients are crucial. While, there are 11
respondents who assesses that adaptability is one of the best factor in relation to improve brand
performance in terms of improving success. At the end, there are 22 respondents who views that
all the above mentioned factors evaluates that there are major factors influences the business
performance in market. Thus, it can be evaluated that majority of the respondents evaluates that
trustworthiness helps in influencing business performance. Trustworthiness is considered as an
effective measure that helps in improving business performance so that best results could be
attained. Above all, it is essential for firm to measure its effectiveness and thus carry out brand
performance in relation to improve success within firm. Thus, develop trust among customers
results in influencing brand performance in regard to influence customers towards firm.
Theme 3: These factors helps in attracting customers towards firm
19
Trustworthiness
Loyal clients
Adaptability
All of above
Illustration 2: Theme 2

Appropriate
Very appropriate
Not at all appropriate
0
10
20
30
40
50
60
70
Column B
Illustration 3: Theme 3
It can be stated that there are 32 respondents out of 100 who assesses that all these factors
assists in influencing customers towards firm. Therefore, it is essential for business to enhance its
value so that customer satisfaction could be attained. While, there are 59 respondents who
assesses that all these factors very appropriately results into influencing customers towards firm.
Therefore, it is crucial for business to undertake effective strategies in relation to adopt effective
businesses and thus improve firm's performance so that success could be attained. While, there
are 9 respondents who disagrees to the statement and thus evaluates that all such factors does not
result in influencing customers towards firm. It is essential for business to identify the significant
factors that results in improving business performance and thus satisfying the needs of customers
so that best results could be attained. In regard to this, majority of the respondents says that all
such factors are very well appropriate to attract customers towards firm and results in performing
desired outcomes in business.
Theme 4: Firm need to enhance its brand performance in order to improve loyal customer base
20

It can be evaluated that there are varied factors that influences firm to improve its brand
performance and enhance loyal customers towards firm. There are 79 respondents our of 100
evaluates that firm needs to be enhance its brand performance in regard to improve loyal
customer base. Also, it is crucial for firm to assess the main results in terms of enhancing
business performance so that desired results could be carried out. However, it is significant for
firm to identify the major factors and thus results in performing the desired outcomes so that best
actions could be attained. While, there are 21 respondents who assesses that they do not think
that business need to enhance its brand performance in regard to enhance loyal customers base.
Therefore, it is essential for firm to identify appropriate factors which would result in improving
business performance so that desired results could be attained. However, it is significant for firm
to undertake effective responses so that brand performance of firm could be improved which
results in enhancing loyal customers base.
Theme 5: Brand needs to identify its strengths and weaknesses in terms to provide tough
competition to rivals
21
Yes
No
Illustration 4: Theme 4

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
35
40
45
Column B
Illustration 5: Theme 5
It can be stated that it is essential for brand to identify the strengths and weaknesses in
terms of providing high competition to rivals. Business needs to improve its brand performance
and for that they need to identify the strengths and weaknesses so that majority of customers are
in favor to this. There are 54 respondents out of 100 who assesses that it is essential for brand to
identify the strengths and weaknesses so that they are able to give tough competition to
competitors. While, there are 46 respondents who disagrees to the fact that brand needs to
identify its strengths and weaknesses in regard to provide tough competition to rivals. Therefore,
it is essential for business to undertake effective brand image and thus it helps them to overcome
tough competition through raising its strengths and weaknesses in market. Through such way
business is able to improve its performance and thus results in performing desired actions and
thus results in raising the brand image so that best results could be attained. Through improving
the strengths and weaknesses of brand in market it would result in improving firm's performance
so that success could be attained.
Theme 6:Business needs to develop communication among its sales staff so that needs and wants
of customers could be identified
22

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Illustration
6: Theme 6
It can be stated that it is essential for business to develop effective communication among
its sales staff and consumers so that best results could be attained. It is essential for business to
undertake effective strategies in relation to improve firm's performance in market and thus
results in carrying out effective strategies so that formal communication could be developed.
There are 63 respondents out of 100 who assesses that it is essential for staff to undertake
effective responses so that communication could be developed among sales staff and customers.
It is significant for firm to undertake effective strategies and thus develops strong relationship
among sales staff and consumers so that best results can be attained. While, there are 37
respondents who disagrees to the statement that communication is required among sales staff and
customers so that brand performance of firm needs to be improved. Therefore, it is essential for
firm to undertake effective strategies so that best results could be attained. It can be assessed that
majority of the respondents agrees to the statement that business needs to develop
communication among sales staff and customers needs to be developed so that satisfaction could
be attained.
Theme 7: Trustworthy customers enhances the brand performance of firm in market
23

Yes No
0
10
20
30
40
50
60
70
80
90
100
Column B
Illustration 7: Theme 7
It can be assessed that trustworthiness is the major factor that results in improving brand
performance of firm. It is essential for business to improve relationship among sales staff and
customers so that best results could be attained. However, it is essential for firm to identify the
trustworthiness of its customers and thus results in attaining success. There are 91 respondents
out of 100 who assesses that trustworthiness is the most important factor which results in
performing best results and thus enhance brand performance of firm in market. While, there are 9
respondents who do not agree to the fact and thus think that trustworthiness within customers
helps in enhances the brand performance of business in market. Also, it is essential for firm to
improve its business activities and thus develops effective relationship with customers so that
brand performance could be raised in terms of attaining desired results. It also helps in attaining
customer satisfaction and thus improves customer loyalty and thus brings the best performance
within firm so that success can be attained.
Theme 8: Relationship between staff and consumer to be appropriate as it results in enhancing
brand performance
24

Friendly Work oriented Selfish Unfair
0
5
10
15
20
25
30
35
40
45
50
Column B
Illustration 8: Theme 8
It can be stated that it is essential for firm to identify the relationship between staff and
consumer and it needs to be appropriate so that best results could be attained and helps in
improving firm performance in market. There are 45 respondents out of 100 who assesses that
there should be friendly relationship among staff and consumer so that brand performance of
firm could be improved. It is significant for firm to raise its performance and thus attain success.
While, there are 20 respondents who assess that there should be work oriented relationship
among staff and consumer and thus it results developing appropriate results so that best
performance could be attained. While, 13 respondents says that sometime staff becomes selfish
in regard to develop effective relationship among staff and consumer so that brand performance
could be enhanced in market. Further, 22 respondents says that unfair relationship also affects
the brand performance of firm in market. Therefore, it is essential for business to undertake
effective relationship within staff and consumer so that appropriate results could be attained and
thus develop effective brand performance.
Theme 9: Businesses are required to upgrade its technology in relation to enhance brand
performance
25

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25 30 35 40 45
Column B
Illustration 9: Theme 9
It can be stated that 54 respondents out of 100 assesses that businesses are required to
upgrade its technology in regard to improve brand performance in market. Further, it is essential
for business to improve firm's performance in market and thus enhance sales and profitability of
firm in market. Also, it is significant for enterprise to adopt effective responses so that best
results could be attained. Through upgrading the technology within firm it helps them to improve
the brand performance and thus results in attaining success. Also, there are 46 respondents out of
100 assesses that they disagree to the statement that upgrading the technology does not results in
enhancing brand performance of firm. Therefore, it is of no use that firm needs to waste its
resources upon improving brand performance and thus aims to undertake effective responses so
that best success can be attained. Moreover, it has been identified that majority of the
respondents assesses that business needs to upgrade its technology so that brand performance
could be improved and thus results in attaining desired success.
Theme 10: Brand performance enhance sales and profit ratio of business in market
26

Yes No
0
10
20
30
40
50
60
70
80
90
100
Column B
Illustration 10: Theme 10
It can be stated that there are 88 respondents out of 100 who assesses that brand
performance enhances sales and profit ratio of business in market. Hence, it proves to be
effective in regard to carry out effective strategies so that business could be able to improve its
performance and thus results in attaining high sales and profit ratio. Further, there are 12
respondents who assesses that brand performance does not result in enhancing sales and profit
ratio. Hence, it can be stated that through such way it is essential for business to improve its
brand performance and thus enhance sales and profitability in market. Further, it is significant for
business to carry out effective strategies and thus improve brand performance and thus aims firm
to enhance its sales and profit margin so that success can be attained. Moreover, firm also aims
to improve its strategies so that brand performance helps in enhancing the sales and profitability
which ultimately results in improving sales and profit margin so that success can be attained.
Through such way it is the most crucial thing that results in improving firm's performance and
thus improves sales and profitability of firm in market.
Theme 11: Employees need to be well trained in regard to satisfy the needs of customers
27

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
35
Column B
Illustration 11: Theme 11
It can be assessed that employees are the main part of any business. Therefore, firm needs
to provide them appropriate training and thus it results in enhancing the sales and profitability in
market. Moreover, it is essential for firm to encourage its employees and provide training so that
satisfaction among customers could be attained. There are 54 respondents out of 100 who
assesses that they strongly agree to the fact that employees need to be encouraged and provide
effective training so that customer satisfaction could be attained. While, there are 46 respondents
who assesses that employees need to be well trained so that they can encourage their skills and
thus improve satisfaction among customers. It can be assessed that majority of the respondents
assesses that they are given effective training in relation to improve customer satisfaction.
However, if employees are not encouraged then it affects their morale and thus decreases the
sales and profitability of firm in market. Employees should be well trained so that they can
enhance their skills and capabilities and thus attain customer satisfaction so that success can be
attained.
Theme 12: Main factors that influences brand performance in market
28

Customer
satisfaction
Brand trust
Price fairness
Brand value
Brand image
Illustration 12: Theme
12
It can be assessed that there are various factors that assesses that it helps in influencing
brand performance in market. There are 44 respondents who assesses that customer satisfaction
is the most effective factor which results in improving brand performance of firm in business.
While, there are 33 respondents who states that brand trust is also one of the crucial factor that
helps in improving sales and profitability in market. There are 21 respondents who assesses that
price fairness is also crucial factor which results in influencing brand performance in market.
While brand value and brand image undertakes 1 and 1 respondents in regard to carry out
effective factors and thus influences brand performance in market. Through such way, it can be
considered that customer satisfaction is one of the crucial factor that helps in influencing brand
performance in market. Also, majority of the respondents assesses that customer satisfaction is
considered as the best factor that results in influencing business performance in market. Also,
different factors are less significant as compared to customer satisfaction so that it influences
business performance in market.
Theme 13: Rapid change in technology it leads firm to enhance its brand performance
29

Yes No
0
10
20
30
40
50
60
70
80
90
Column B
Illustration 13: Theme 13
It can be assessed that through bringing rapid change in technology and updating the
same would result in enhancing the brand performance of firm in market. Also, it is essential for
firm to regularly bring advancement in technological factors so that brand performance could be
enhanced in market. There are 77 respondents out of 100 assesses that technological
advancement results in improving brand performance and thus evaluates that successful results
could be attained. There are varied factors that needs to be assessed in terms that it would result
in improving sales and profitability of firm in market. While, there are 23 respondents who
assesses that such rapid change in technology do not lead to enhance the brand performance of
firm. Hence, it is essential for firm to raise its performance so that ultimately they can attain high
customer satisfaction. It is essential for business to carry out effective approaches so that
technology enhancement could be attained and thus improve the sales and profitability of firm in
market. Majority of the respondents assesses that change in technology helps in leading the firm
and enhancing the brand performance so that best results could be attained.
Theme 14: Building brand loyalty towards change it helps in enhancing customers attention
towards firm
30

Strongly
agree
Agree
Neutral
Disagree
Strongly
disagree
Illustration 14: Theme
14
It can be assessed that building brand loyalty helps firm in introducing change and thus
results in improving customers attention towards firm. There are 51 respondents who agrees to
the fact and thus evaluates that building brand loyalty towards change helps in enhancing
customers attention towards firm. Therefore, it is essential for firm to bring enhancement in the
brand loyalty and bring change in business so that clients attention could be gained which results
in improving firm's performance so that success can be attained. While, there are 49 respondents
who assesses that through building brand loyalty towards change and it does not helps in
enhancing customers attention towards firm. Therefore, it is essential for firm to improve their
efficiency and thus results in performing the desired actions so that best results could be attained.
Majority of the respondents helps in identifying that through building brand loyalty it helps in
bringing change within firm and thus helps in improving customers attention towards firm. Thus,
it is essential for firm to improve the sales and profitability of firm in market and bring positive
changes so that success can be attained.
31

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
Here, it can be concluded that there are various factors that influences brand performance
within technological sector. There are different crucial factors that influences clients towards
firm and thsu enhances the sales and performance of firm in market. Business is required to
undertake effective practices so that it positively impacts upon business and thus attract target
customers towards firm. However, company needs to increase its branding in relation to obtain
effective attention and thus focus upon managing brand activities so that diverse results could be
attained. Also, focusing upon assessing the needs and wants of customers it results in performing
the desired actions and thus build brand image of firm in market. Also, it is crucial for them to
focus upon upon developing corporate branding and thus manage the brand in order to influence
clients towards firm. Within technological industry, there are various factors such as enhancing
brand image, identifying needs and expectations of customers, providing products at competitive
prices etc. Thus, all such factors helps in influencing business and thus improve brand image of
firm so that best results could be attained. Marketing team of firm needs to focus upon its
marketing activities so that they can develop brand image and thus focus upon the needs of
consumers so that brand image of firm could be improved in market.
Further, customer satisfaction is considered as one of the most influential factor that helps
in improving the brand image of firm in market. Company needs to identify the relationship
between satisfaction and brand loyalty. Thus, carrying out the study it results into performing the
desired actions and thus improve brand loyalty among consumers and they wish to purchase the
same brand again in future. Also, within technological industry, businesses are required to
identify the needs and wants of customers so that it helps in ensuring that individuals needs to
feel satisfied with its products or services. Further, manager of business also aims to focus upon
identifying the needs and wants of customers and thus assess loyal customers towards firm so
that sales and profitability of firm could be increased. Also, developing brand trust it is crucial
for business to develop positive relationship within trust and loyalty of customers so that long
term relationship could be attained.
It is also essential to identify that in order to maintain brand performance, company needs
to carry out price fairness and thus attract loyal customers towards firm. Therefore, it aids in
maintaining loyal customers and improve loyalty of business in relation to improve company's
32

image in market. Through setting best prices it results firm to raise its market share and thus gain
profitable results so that performance could be improved. Through evaluating the brand effect it
helps in identifying the positive impact of business upon its performance in market and thus raise
its sales and profitability aspect. For instance, through identifying the emotional aspect of
customers it aids in obtaining positive brand performance so that best support could be obtained.
Further, it can be evaluated that brand performance needs to be improved as it helps in
enhancing the company's image in market and thus increase market share of firm. Company also
aims to adopt effective strategies so that best policies could be attained and trust and
performance of firm could be enhanced. Further, it also results in attaining customer satisfaction
and thus improve their performance in market so that firm could attain desired success.
Therefore, it is essential for business to maintain its brand performance and thus enhance loyal
customers within firm. With the help of this it would result in improving business success so that
set targets could be attained.
5.2 Recommendation
There are varied factors that influence brand performance such as trust, customer
satisfaction, loyalty etc. and thus it results in attaining better outcomes. It is suggested to
businesses that they need to adopt effective factors which results in improving firm's
performance so that brand image of company could be increased. Therefore, business should
identify the needs and expectations of customers so that their needs could be fulfilled in terms of
raising business performance. However, technological industry should raise its performance by
identifying the needs of customers and providing them better quality products or services so that
sales and profitability could be enhanced. It is suggested that business needs to maintain its brand
performance and thus improve their services and product quality so that customer satisfaction
could be attained.
Also, it is recommended that in regard to improve brand performance, business needs to
identify the trust and loyalty of customers so that they can improve their quality of products and
thus attain satisfaction. Further, it also results in enhancing business performance and thus
improve their customer satisfaction and enhance brand value of firm in market. Company should
carry out market research in order to assess the needs and wants of customers and thus raise their
value within market. Different factors should be analyzed which results in improving the brand
performance so that market share and profitability could be improved.
33

It can be recommended that company needs to identify the buying behavior of customers
and thus improve its product quality so that desired outcomes could be attained. Also, it results in
raising firm's market share and thus achieve organizational goals. For instance, if product quality
is efficient then it helps in influencing buyers towards firm and thus raises brand performance in
market. Through reviewing it has been assessed that factors influencing technology users that
brand loyalty needs to be identified and thus obtain future scope in relation to improve business
performance. Also, it is significant for business to identify its loyal customer base so that they
should regularly enhance its product quality and thus bring enhancement in customer
satisfaction. Business should identify its target consumers and thus provide them appropriate
quality goods in regard to improve brand performance of firm in market and attain trust and
loyalty.
34

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37

Appendix
Questionnaire
Name
Age
Gender
 Male
 Female
What are the major factors that influence brand performance in order to attract consumers
towards firm?
 Trustworthiness
 Loyal clients
 Adaptability
 All of above
How appropriate do you think that these factors helps in attracting customers towards firm?
 Appropriate
 Very appropriate
 Not at all appropriate
Do you think that firm need to enhance its brand performance in order to improve loyal customer
base?
 Yes
 No
Brand needs to identify its strengths and weaknesses in terms to provide tough competition to
rivals?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Business needs to develop communication among its sales staff so that needs and wants of
customers could be identified?
 Strongly agree
38

 Agree
 Neutral
 Disagree
 Strongly disagree
Do you think that trustworthy customers enhances the brand performance of firm in market?
 Yes
 No
Assessing the relationship between staff and consumer to be appropriate as it results in
enhancing brand performance?
 Friendly
 Work oriented
 Selfish
 Unfair
Do you think that businesses are required to upgrade its technology in relation to enhance brand
performance?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Does brand performance enhance sales and profit ratio of business in market?
 Yes
 No
Employees need to be well trained in regard to satisfy the needs of customers?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
What is the main factor that influences brand performance in market?
 Customer satisfaction
39

 Brand trust
 Price fairness
 Brand value
 Brand image
Through rapid change in technology it leads firm to enhance its brand performance?
 Yes
 No
Through building brand loyalty towards change it helps in enhancing customers attention
towards firm?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
40