How Computer Based Brand Personality Influences Brand Awareness in Kenya

A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of Masters of Business Administration (MBA)The purpose of this study was to establish the effect of computer based technologies on brand awareness. The study was guided by the following research questions: The how does the use of computer technology influence brand awareness; what type of computer technology influences brand awareness; and to what extent does the use of social media influence brand awareness. The study adopted a descriptive survey design and the total population was 315 companies in Nairobi and Mombasa. Study will use stratified sampling technique a sample size of 35% was drawn resulting into 94 employees, only 80 responded and this was sufficient. Data analysis was conducted for frequencies, percentages, and correlations and regression analysis was done using SPSS, and data presented using figures and tables. To answer the first research question on howcomputer technology influence brand awareness the findings revealed that sincerity influenced brand awareness and excitement influenced brand awareness among the respondents and a positive increase in sincerity and excitement positively affected brand awareness. An analysis of the second research question revealed that sophistication and ruggedness and competence influenced brand awareness among the respondents. The study revealed that websites are essential in creating brand awareness many of the respondents agreed that they did have a mobile device either (Phone/Tablet) and acknowledged that firms can using mobile devices to create brand awareness while 56.3% expresses that they were essential in brand awareness. Only 47.5% agreed to having a digital signboard in addition most organization do not use signboard for brand awareness and this accounted for 52.5%, however, 62.5% agree that signboards have enhanced brand awareness. A Pearson correlation at 99% confidence interval revealed that there was a positive correlation between brand awareness and ruggedness scale (0.345), competence scale (0.374). Regression revealed that Ruggedness scale had a positive Beta (0.125). Therefore, a positive increase in ruggedness positively affected brand awareness. To analyse the final research question by answering to what extent the use of social media influence brand awareness and to do so the research sought to establish how brand use influenced brand awareness among the respondents and on analysis, the variable brand use had a mean of 2.7692 and a standard deviation of 1.5522. A Pearson correlation at 99% confidence interval revealed that there was a positive correlation between brand awareness and brand use (0.560). This meant that with every increase in the brand use brand awareness increased positively. A Pearson correlation done between brand awareness (dependent variable) brand use established a positive Beta (0.507), p value (0.000) was significant. On the type of media used 78.8% have a Facebook page out of which only 68.8% admitted to using it create brand awareness. 56.3% had Twitter account and 61.3% use it to create brand awareness. Only 41.3% of the accounts have linked in however, 52.5% admitted to not using it create brand awareness, however, 61.3% of the respondents have not subscribed to a YouTube Channel. The study concluded that regarding the first research questions sincerity and excitement features in a brand influenced brand awareness and there was a positive correlation between brand awareness and sincerity scale and excitement scale. The management should therefore aim at including sincerity and excitement in their adverts and in customer’s minds. About the second research question managers need to incorporate ruggedness, sophistication and competence to appeal more to the consumers. The study revealed that websites, mobile device and digital signboard to create brand awareness. In line with the third research question the finding revealed that brand use influenced brand awareness among the respondents and with every increase in the brand use brand awareness increased positively. On the type of media used many firms use Facebook page, Twitter account and LinkedIn. However, few use them to create brand awareness. For further studies this study recommends that in future research more brand names should be included and this could include beauty products, renowned cafes and coffee shops as well as events. The study also suggests that the proposed model be examined separately for industries (transport, communication, online trading). Future research can also be done to measuring other factors that may influence brand awareness and investigating a research to compare the efficiency of computer technology and the traditional media on brand awareness