Coupling brand and faces: A market research study on the perceived brand personalities of sari-sari store across various endorsers

Date of Publication

12-15-2004

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Julie B. Tañada

Defense Panel Chair

Benison Y. Cu

Abstract/Summary

This descriptive research study aims to identify differences in the perceived brand personality of Sari-Sari Store between its current endorsers and its latest endorser. Specifically, this study aims to determine whether the use of its latest and youngest endorser, Lalaine, aids in shifting the image of Sari-Sari Store into a more youthful one.
This study made use of both quantitative and qualitative methods to provide the responses that will answer the stated problem and objectives. For the survey method, 200 respondents were obtained through random sampling and asked to identify an endorser of Sari-Sari Store and to evaluate its brand personality accordingly, using the Brand Personality Scale developed by Jennifer Aaker. Means were used to identify the facets associated with Sari-Sari Store across various endorsers. Independent Samples t-test was used to test for significant differences in the facet ratings between purchasers and non-purchasers and between the current and latest endorser.
The focus group discussion among 8 participants aimed to add insight and understanding to the responses obtained from the survey. Furthermore, this method was used to take a closer look into the use of Lalaine as an endorser of Sari-Sari Store, who will ultimately assist in creating a shift in the brand’s image into a more youthful one. Coding and content analysis were used to analyze the responses of these participants.
The research yielded the following results: Sharon Cuneta and Joyce Jimenez are the celebrity endorsers that Sari-Sari’s target market is most aware of. Having such endorsers in mind translated to a perceived brand personality of upper class, successful, imaginative and daring. These facets associated with the brand are also characteristic of the endorsers illustrating the Meaning Transfer Model of McCracken.
Lalaine received low recall among the respondents despite being the most recent and the most exposed endorser. With Lalaine as the endorser, upper class and successful are also the facets that are associated with Sari-Sari. Hence, there are no significant differences in the facet ratings between the current endorsers and Lalaine. Furthermore, no significant differences were found in the facet ratings between purchasers and non-purchasers across the various celebrity endorsers.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU016283

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Branding (Marketing); Brand name products; Marketing research

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Embargo Period

3-11-2026

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