Hypotheses Testing and Discussion of Results

Abstract

This chapter is structured along the main clusters of hypotheses to be tested (chapters 6.2 through 6.9). Thereby, each cluster comprises one part that provides the results of hypotheses testing (e.g., chapter 6.2.1) and a second part presenting a discussion of the findings (e.g., chapter 6.2.2). An initial chapter is dedicated to checking experimental manipulations (chapter 6.1). Proposed hypotheses on image transfer among the brands of the fictitious sponsorship alliance are examined first (clusters H1 – H6). This is done through testing for convergence of brand attitudes (attitude-based view of image) as well as brand personality profiles (associative network-based view of image) of Migros and Kodak by application of t-tests and ANCOVAs.