Survey data on creating brand image and reputation through digitalization
Prior to administering the survey, qualitative studies took place in the form of in-depth interviews and focus groups. In particular, interviews were conducted with the participation of eight UK marketing and communication university managers and experts, as well as four focus group (total of 27 participants) discussions of employees, doctoral researchers and MBA students from a UK Business School. The details of the interviewees and focus group interviewees are provided in Table I. n the first stage of analysis, exploratory factor analysis was ran as a fundamental and useful technique towards reducing the numbers of observed variables (indicator) to a smaller and more controllable set aiming to attain the theoretically expected factor solutions; 23 (students) and 24 (employees) out of 167 items in total were excluded for multiple loadings on two factors, and the total correlation was less than 0.50 . (Table II) Then, by employing hierarchical linear regression the research hypotheses were tested (Table III). The results included in Table IV provide support for H1, i.e. that there exist relationships between colour and logo (H1a - students: β=0.137, t=2.644; employees: β=1.203, t=2.933), typeface and logo (H1b - students: β=0.106, t=2.48; employees: β=.646, t=7.471), name and logo (H1c - students: β=0.337, t=8.009; employees: β=.474, t=4.724), and design and logo (H1d - students: β=0.215, t=3.906; employees: β=.416, t=4.947).