Brand Attitude

Only available on StudyMode
  • Download(s) : 74
  • Published : December 1, 2009
Open Document
Text Preview
Internship Report Spring-2006

A RELATIONAL STUDY ON CONTROLLED COMMUNICATION, UNCONTROLLED COMMUNICATION, BRAND NAME AND BRAND ATTITUDE IN THE CONTEXT OF BANGLINK™

by

Fida Habib ID: 0010126

An Internship Report Presented in Partial Fulfillment of the Requirements for the Degree Bachelor of Business Administration

INDEPENDENT UNIVERSITY, BANGLADESH April 2006

A RELATIONAL STUDY ON CONTROLLED COMMUNICATION, UNCONTROLLED COMMUNICATION, BRAND NAME AND BRAND ATTITUDE IN THE CONTEXT OF BANGLINK™

by Fida Habib ID: 0010126

has been approved April 2006

________________________________ Mr. Sohel Islam Lecturer School of business Independent University, Bangladesh

April 23, 2006

Mr. Sohel Islam Lecturer, School of Business Independent University, Bangladesh

Dear Sir, It is a great pleasure and honor for me to submit my internship report “A relational study on controlled communication, uncontrolled communication, brand name and brand attitude in the context of Banglalink™. I am submitting this report as a part of my internship in Banglalink. This report will help the organization to find out the factors which influences brand attitude. This is the first time that I have done correlational study in a complete form, and I have tried my level best to conduct this in a professional manner. It is true that, it could have been done in a better way if there were not limitations. I hope you will asses my report considering the limitations of the study. Your kind advice will encourage me to perform better research work in future.

Yours sincerely, Fida Habib ID# 0010126.

Acknowledgement

In the preparation of this internship report, I would like to acknowledge the encouragement and assistance given to me by a number of people. I am most grateful to the management of Banglalink™ for giving me the opportunity to complete my internship in their organization. I would like to express my gratitude to my supervisor Mr. Sohel Islam, for providing me detailed feedback and support on this report. Without his contribution, it would not have been possible for me to conduct this research work. I would like to render my special thanks to Mrs. Rumana Reza, Director, Customer Care Department of Banglalink™. I would also like to thank the supervisors of the Support Service Unit Mr. Shibu Kanti Ghosh and Mr. Tanveer Shahed for providing me full support during my internship. I am grateful to Mr. Mahmud Hasan and Mr. Tanvir Mahmud Sharif for helping me in many different ways during my tenure in Banglalink.

Table of Contents
Page Executive Summary 1.0 Introduction 1.1 Statement of the Problem 1.2 Purpose of the Study 1.3 Limitations 1.4 Research Timeline 2.0 Review of Literature 2.1 Controlled communication 2.2 Uncontrolled communications 2.3 Brand name 2.4 Brand Attitude 2.5 Relationship between controlled communication and brand attitude 2.6 Relationship between uncontrolled communication and brand attitude 2.7 Relationship between brand name and brand attitude 3.0 Operational definitions 3.1 Proposed Conceptual Framework 3.2 Research Questions and hypotheses 3.2.1 Research Questions 3.2.2 Hypotheses 4.0 Methodology 4.1 Research Design 4.2 Sampling method 4.3 Survey Instrument 4.4 Data Collection 1 2 2 2 3 3 3 4 5 6 7 7 8 9 9 10 10 11 11 11 12 12 14

4.5 Data Analysis 5.0 Results 5.1 Reliability and Descriptive statistics of the Instruments 5.2 Correlation Analysis 5.3 Stepwise Regression Analysis 6.0 Assessment of research hypothesis 7.0 Recommendations 8.0 Conclusion References Appendix 1 Appendix 2 Appendix 3

14 14 14 15 16 18 19 20 21 26 28 34

List of Tables
Page 1. Operational definitions of measured variables 2. Descriptive statistics, and Reliability Coefficients 3. Correlation Matrix 4. Stepwise Regression on Brand attitude 9 15 16 17

List of Figures
1. Conceptual Framework of Research Variables and their relationships 10

Executive Summary
The purpose of this paper is to investigate...
tracking img