Perceived quality (Independent variable)

(1)

Qualitative research 48

Questionnaire 49

SPSS output 52

(2)

Preliminary qualitative research

Dear respondent,

In this little interview that I am going to do with you, I want to ask you some questions about the products apparel (clothing) and bags. Don’t filter any comments that you have.

Everything you say can be important. The interview will cost you 5-10 minutes.

• Tell me, what were the last apparel and bags you bought for yourself?

• Why did you buy these particular products?

• What’s special about your products, what do you particularly like about them?

• What clinched your decision to buy these products?

• What were the benefits you sought in these products, when you bought these products?

(3)

Questionnaire

1. Are you familiar with the brand K-Swiss?

□ yes, proceed with question nr. 2 □ no, proceed with questions 6,7,11,12,13,17

Brand relationship(Independent variable) :

2. I consider my self loyal to K-Swiss.

Disagree 1 2 3 4 5 6 7 Agree 3. K-Swiss would be my first choice.

Totally disagree 1 2 3 4 5 6 7 Totally agree

4. I will not buy other brands if K-Swiss is available at the store

Totally disagree 1 2 3 4 5 6 7 Totally agree

Perceived quality (Independent variable)

Aaker and Keller (1990): Consumer evaluations of brand extensions 5. How do you perceive the overall quality of the brand K-Swiss?

Inferior 1 2 3 4 5 6 7 Superior

Overall evaluation of the brand extensions (Dependent variable)

(Here I am going to show the products)

Aaker and Keller (1990): Consumer evaluations of brand extensions

6. What is the likelihood that you buy the K-Swiss apparel assuming a purchase was planned in this product category?

Not at all likely 1 2 3 4 5 6 7 Very likely

Perceived quality (Dependent variable)

Aaker and Keller (1990): Consumer evaluations of brand extensions 7. How do you perceive the overall quality of the K-Swiss apparel?

(4)

Complement (Category fit) (Independent variable)

8. What is the likelihood that you wear the K-Swiss apparel together with the K- Swiss footwear?

Perceived fit proposed extension with the brand (Independent variable)

Aaker and Keller (1992): The effects of sequential introduction of brand extensions

9. How do you perceive the fit between the K-Swiss apparel and the brand K-Swiss?

Bad fit 1 2 3 4 5 6 7 Good fit 10. How do you perceive a potential introduction of apparel for K-Swiss?

Not at all logical 1 2 3 4 5 6 7 Very logical

Price expectations (Dependent variable)

11. Which price do you expect for the K-Swiss apparel?

0-20 euro 20-40 euro 40-60 euro above 60 euro

Overall evaluation of the brand extensions (Dependent variable)

12. What is the likelihood that you buy the K-Swiss bags assuming a purchase was planned in this product category?

Perceived quality (Dependent variable)

Aaker and Keller (1990): Consumer evaluations of brand extensions 13. How do you perceive the overall quality of the K-Swiss bags?

Inferior 1 2 3 4 5 6 7 Superior

Complement (Category fit) (Independent variable)

(5)

14. What is the likelihood that you wear the K-Swiss bags together with the K-Swiss footwear?

Perceived fit proposed extension with the brand(Independent variable)

Aaker and Keller (1992): The effects of sequential introduction of brand extensions 15. How do you perceive the fit between the K-Swiss bags and the brand K-Swiss?

Bad fit 1 2 3 4 5 6 7 Good fit 16. How do you perceive a potential introduction of bags for K-Swiss?

Not at all logical 1 2 3 4 5 6 7 Very logical

Price expectations (Dependent variable)

17. Which price do you expect for the K-Swiss bags?

0-20 euro 20-40 euro 40-60 euro above 60 euro

(6)

SPSS OUTPUT

Regression model of the attitude towards K-Swiss apparel

Variables Entered/Removed^a

compleme nt apparel with footwear

,

Forward (Criterion:

Probabilit y-of-F-to-e nter <=

,050) COMPUTE

fitappa = (fitappar + introapp)/2 (COMPUT E)

,

Forward (Criterion:

,050) COMPUTE

brandrel = (loyalksw + firstksw + noother) / 3

(COMPUT E)

,

Forward (Criterion:

,050) Model

1

2

3

Variables Entered

Variables

Removed Method

Dependent Variable: COMPUTE attappar

= (likeliap + quaappa) / 2 (COMPUTE) a.

Model Summary

,336^a ,113 ,109 ,89688

,430^b ,185 ,176 ,86225

,467^c ,218 ,206 ,84650

Model 1 2 3

R R Square

Adjusted R Square

Std. Error of the Estimate

Predictors: (Constant), complement apparel with footwear

a.

Predictors: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

b.

Predictors: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE), COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

c.

(7)

ANOVA^d

19,618 1 19,618 24,389 ,000^a

153,641 191 ,804

173,259 192

31,999 2 15,999 21,520 ,000^b

141,260 190 ,743

173,259 192

37,828 3 12,609 17,597 ,000^c

135,431 189 ,717

173,259 192

Regression Residual Total Regression Residual Total Regression Residual Total Model 1

2

3

Sum of

Squares df Mean Square F Sig.

Predictors: (Constant), complement apparel with footwear a.

Predictors: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

b.

Predictors: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE), COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

c.

Dependent Variable: COMPUTE attappar = (likeliap + quaappa) / 2 (COMPUTE) d.

Coefficients^a

3,704 ,152 24,443 ,000

,193 ,039 ,336 4,939 ,000

2,152 ,407 5,284 ,000

,163 ,038 ,285 4,274 ,000

,287 ,070 ,272 4,081 ,000

1,944 ,406 4,782 ,000

,137 ,039 ,239 3,543 ,000

,266 ,070 ,252 3,822 ,000

,164 ,058 ,191 2,852 ,005

(Constant)

complement apparel with footwear (Constant)

complement apparel with footwear COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

(Constant)

complement apparel with footwear COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) Model

1

2

3

B Std. Error Unstandardized

Coefficients

Beta Standardized

Coefficients

t Sig.

Dependent Variable: COMPUTE attappar = (likeliap + quaappa) / 2 (COMPUTE) a.

(8)

Excluded Variables^d

,219^a 3,175 ,002 ,224 ,932

,272^a 4,081 ,000 ,284 ,964

,169^a 2,444 ,015 ,175 ,941

,191^b 2,852 ,005 ,203 ,921

,132^b 1,944 ,053 ,140 ,921

,093^c 1,354 ,177 ,098 ,873

COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

perceived quality brand COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) perceived quality brand perceived quality brand Model

1

2

3

Beta In t Sig.

Partial

Correlation Tolerance Collinearity

Statistics

Predictors in the Model: (Constant), complement apparel with footwear a.

Predictors in the Model: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE)

b.

Predictors in the Model: (Constant), complement apparel with footwear, COMPUTE fitappa = (fitappar + introapp)/2 (COMPUTE), COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

c.

Dependent Variable: COMPUTE attappar = (likeliap + quaappa) / 2 (COMPUTE) d.

Regression model of the attitude toward K-Swiss bags

Variables Entered/Removed^a

compleme nt bags with footwear

,

Forward (Criterion:

,050) COMPUTE

brandrel = (loyalksw + firstksw + noother) / 3

(COMPUT E)

,

Forward (Criterion:

,050)

COMPUTE fitbag = (fitbags + introbag)/2 (COMPUT E)

,

Forward (Criterion:

,050) Model

1

2

3

Variables Entered

Variables

Removed Method

Dependent Variable: COMPUTE attbags

= (likebags + quabags) / 2 (COMPUTE) a.

(9)

Model Summary

,439^a ,192 ,188 ,91049

,500^b ,250 ,242 ,87984

,543^c ,295 ,284 ,85516

Model 1 2 3

R R Square

Adjusted R Square

Predictors: (Constant), complement bags with footwear a.

Predictors: (Constant), complement bags with

footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

b.

Predictors: (Constant), complement bags with

footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE), COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE)

c.

ANOVA^d

37,744 1 37,744 45,530 ,000^a

158,339 191 ,829

196,083 192

49,000 2 24,500 31,649 ,000^b

147,083 190 ,774

196,083 192

57,866 3 19,289 26,376 ,000^c

138,217 189 ,731

196,083 192

Regression Residual Total Regression Residual Total Regression Residual Total Model 1

2

3

Sum of

Squares df Mean Square F Sig.

Predictors: (Constant), complement bags with footwear a.

Predictors: (Constant), complement bags with footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

b.

Predictors: (Constant), complement bags with footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE), COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE)

c.

Dependent Variable: COMPUTE attbags = (likebags + quabags) / 2 (COMPUTE) d.

(10)

Coefficients^a

3,223 ,156 20,646 ,000

,280 ,041 ,439 6,748 ,000

2,792 ,188 14,818 ,000

,232 ,042 ,364 5,524 ,000

,229 ,060 ,251 3,813 ,000

1,944 ,305 6,381 ,000

,204 ,042 ,319 4,895 ,000

,210 ,059 ,229 3,569 ,000

,186 ,053 ,220 3,482 ,001

(Constant)

complement bags with footwear

(Constant)

COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) (Constant)

COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE) Model

1

2

3

Coefficients

Beta Standardized

Coefficients

t Sig.

Dependent Variable: COMPUTE attbags = (likebags + quabags) / 2 (COMPUTE) a.

Excluded Variables^d

,196^a 3,049 ,003 ,216 ,980

,251^a 3,813 ,000 ,267 ,911

,241^a 3,730 ,000 ,261 ,947

,143^b 2,193 ,029 ,158 ,914

,220^b 3,482 ,001 ,246 ,938

,110^c 1,706 ,090 ,123 ,890

perceived quality brand COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE) COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE)

perceived quality brand COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE)

perceived quality brand Model

1

2

3

Beta In t Sig.

Partial

Correlation Tolerance Collinearity

Statistics

Predictors in the Model: (Constant), complement bags with footwear a.

Predictors in the Model: (Constant), complement bags with footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

b.

Predictors in the Model: (Constant), complement bags with footwear, COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE), COMPUTE fitbag = (fitbags + introbag)/2 (COMPUTE)

c.

Dependent Variable: COMPUTE attbags = (likebags + quabags) / 2 (COMPUTE) d.

(11)

Regression model of price expectations with regard to K-Swiss apparel

Model Summary

,186^a ,034 ,031 ,97233

Model 1

R R Square

Adjusted R Square

Predictors: (Constant), price expectations apparel a.

Coefficients^a

3,943 ,151 26,108 ,000

,278 ,084 ,186 3,302 ,001

(Constant) price expectations apparel

Model 1

Coefficients

Beta Standardized

Coefficients

t Sig.

Dependent Variable: COMPUTE attappar = (likeliap + quaappa) / 2 (COMPUTE) a.

Regression model of price expectations with regard to K-Swiss bags

Model Summary

,089^a ,008 ,005 1,01245

Model 1

R R Square

Adjusted R Square

Predictors: (Constant), price expectations bags a.

Coefficients^a

4,038 ,138 29,298 ,000

,142 ,091 ,089 1,562 ,119

(Constant)

price expectations bags Model

1

Coefficients

Beta Standardized

Coefficients

t Sig.

Dependent Variable: COMPUTE attbags = (likebags + quabags) / 2 (COMPUTE) a.

(12)

Mann Whitney U test brand relationship: K-Swiss user- K-Swiss non-user

Ranks

54 116,66 6299,50

139 89,36 12421,50

193 Have you ever

bought/do you currently yes

no Total COMPUTE brandrel =

(loyalksw + firstksw + noother) / 3 (COMPUTE)

N Mean Rank Sum of Ranks

Asymp. Sig. (2-tailed) ,002

Mann Whitney U test brand relationship: Uk/the Netherlands

Ranks

91 66,45 6046,50

52 81,72 4249,50

143 respondents country

The Netherlands United Kingdom Total

COMPUTE brandrel = (loyalksw + firstksw + noother) / 3 (COMPUTE)

Mann Whitney U test Likelihood of buying apparel: K-Swiss user – K-Swiss non user

Ranks

54 181,06 9777,50

254 148,85 37808,50

308 Have you ever

no Total likelihood of buying

kswiss apparel

Mann Whitney U test complement apparel: K-Swiss user – K-Swiss non user

Ranks

54 126,60 6836,50

139 85,50 11884,50

193 Have you ever

no Total complement apparel

with footwear

(13)

Mann Whitney U test Fit apparel with brand: K-Swiss user – K-Swiss non user

Ranks

54 113,02 6103,00

139 90,78 12618,00

193 Have you ever

no Total perceived fit appparel

with brand kswiss

Mann Whitney U test potential introduction apparel: K-Swiss user – K-Swiss non user

Ranks

54 116,24 6277,00

139 89,53 12444,00

193 Have you ever

no Total the perception of a

potential introduction of kswiss apparel

Mann Whitney U test Likelihood of buying apparel: Ger. - Netherlands

Ranks

114 94,39 10761,00

101 123,36 12459,00

The Netherlands Germany Total likelihood of buying

kswiss apparel

Mann Whitney U test complement apparel: Uk- Netherlands.

Ranks

91 65,63 5972,00

52 83,15 4324,00

complement apparel with footwear

(14)

Mann Whitney U test perceived quality apparel: Uk - Netherlands

Ranks

114 93,10 10613,00

93 117,37 10915,00

perceived quality kswiss apparel

Mann Whitney U test potential introduction apparel: Uk – the Netherlands

Ranks

91 63,04 5736,50

52 87,68 4559,50

the perception of a potential introduction of kswiss apparel

Mann Whitney U test complement bags: K-Swiss user – K-Swiss non user

Ranks

54 110,68 5976,50

139 91,69 12744,50

193 Have you ever

no Total complement bags

with footwear

Mann Whitney U test potential introduction bags: K-Swiss user – K-Swiss non user

Ranks

54 115,07 6214,00

139 89,98 12507,00

193 Have you ever

no Total th perception of a

potential introduction of kswiss bags

(15)

Mann Whitney U test Likelihood of buying bags: Uk- Ger.

Ranks

93 106,88 9940,00

101 88,86 8975,00

United Kingdom Germany Total likelihood of buying

kswiss bags

Mann Whitney U test complement bags: Uk- Netherlands

Ranks

91 66,00 6006,00

52 82,50 4290,00

Mann Whitney U test potential introduction bags: Uk – Ger.

Ranks

52 58,91 3063,50

50 43,79 2189,50

United Kingdom Germany Total th perception of a

potential introduction of kswiss bags

Mann Whitney U test direct product experience / indirect product experience apparel

Ranks

61 67,98 4146,50

53 45,44 2408,50

114 direct product experience

yes no Total COMPUTE attappar = (likeliap + quaappa) / 2 (COMPUTE)

(16)

Mann Whitney U test direct product experience / indirect product experience apparel

Ranks

61 66,43 4052,50

53 47,22 2502,50

114 direct product experience

yes no Total COMPUTE attbags = (likebags + quabags) / 2 (COMPUTE)

Cronbach alpha brand relationship Reliability Coefficients

N of Cases = 193,0 N of Items = 3 Alpha = ,7183

Cronbach alpha fit brand concept Reliability Coefficients

Cronbach alpha attitude toward brand extension Reliability Coefficients

(17)