Table 1
Types of cultural codes of retirement
| Metaphor | Residual code: “the clinic” | Dominant code: “the cruise” | Emergent code: “the road trip” |
|---|---|---|---|
| Verbal and visual signs used in a code | The end of the road, resignation, immobility, surrender | A closed circuit, controlled and directed, gazing into the sunset, spectating, anchored, transcendence | The open road, control, self-directed, discovery, mobility, freedom, living the dream, staying in the game. |
| Emotional needs | To satisfy fear and apprehension | Caring, security, relationship | Freedom, impact, control, discovery, fun |
[i] Source: Oswald [2012].
Figure 1
Research model.
Table 2
Dependent variables – brand associations metrics and questions for the questionnaire
| Brand associations scale | |||
|---|---|---|---|
| Construct | Symbol | Item | Reference |
| PV | PV1 | Brand X is good value for money | Lassar et al. [1995], Aaker [1996], Netemeyer et al. [2004] in: Buil et al. [2008] |
| PV2 | Within insurance companies I consider brand X a good buy | ||
| PV3 | Considering what I would pay for brand X, I would get much more than my money's worth | ||
| BP | BP1 | Brand X has a personality | Aaker [1996] in: Buil et al. [2008] |
| BP2 | Brand X is interesting | ||
| BP3 | I have a clear image of the type of person who would use brand X | ||
| Organizational associations | OA1 | I trust the company which makes brand X | Aaker [1996]; Pappu et al. [2005, 2006] in: Buil et al. 2008] |
| OA2 | I like the company which makes brand X | ||
| OA3 | The company which makes brand X has credibility | ||
[i] BP, brand personality; OA, organizational associations; PV, perceived value.
Table 3
Cronbach's alpha for brand associations scale
| Brand association scale | Cronbach's alpha (for scale = 0.954) | |||
|---|---|---|---|---|
| For construct | When excluded | |||
| Item 1 | Item 2 | Item 3 | ||
| PV | 0.904 | 0.867 | 0.832 | 0.887 |
| BP | 0.847 | 0.747 | 0.736 | 0.876 |
| OA | 0.937 | 0.900 | 0.909 | 0.917 |
* Items are listed in Table 2.
BP, brand personality; OA, organizational associations; PV, perceived value.
Table 4
Results of manipulation check – within group means and homogeneous groups
| Narration recognized as | Control group Cultural-neutral narrative (no manipulation) | Group 1 Narrative 1 “the clinic” (conservative) | Group 2 Narrative 2 “the cruise” (contemporary) | Group 3 Narrative 3 “the road trip” (progressive) |
|---|---|---|---|---|
| Conservative | 3.75* | 4.00* | 3.375* | 3.750* |
| Contemporary | 5.06** | 4.50* | 4.000** | 5.063** |
| Progressive | 5.12** | 4.50* | 5.063** | 5.250** |
Table 5
Tests for homogeneity of variances of stimuli groups
| Brand associations | Hartley's Fmax | Cochran's C | Barttlet's Chi-squared | d-f | p-value |
|---|---|---|---|---|---|
| PV | 1.532 | 0.310 | 5.044 | 3 | 0.169 |
| BP | 1.541 | 0.293 | 5.179 | 3 | 0.159 |
| OA | 1.430 | 0.303 | 3.732 | 3 | 0.292 |
[i] BP, brand personality; OA, organizational associations; PV, perceived value.
Table 6
Correlations coefficients between items
| Construct | Item no. | Item 1 | Item 2 | Item 3 |
|---|---|---|---|---|
| PV | Item 1 | 1.000 | 0.798 | 0.713 |
| Item 2 | 0.798 | 1.000 | 0.766 | |
| Item 3 | 0.713 | 0.766 | 1.000 | |
| BP | Item 1 | 1.000 | 0.782 | 0.588 |
| Item 2 | 0.782 | 1.000 | 0.598 | |
| Item 3 | 0.588 | 0.598 | 1.000 | |
| OA | Item 1 | 1.000 | 0.850 | 0.840 |
| Item 2 | 0.850 | 1.000 | 0.819 | |
| Item 3 | 0.840 | 0.819 | 1.000 |
[i] BP, brand personality; OA, organizational associations; PV, perceived value.
Table 7
Results of two-way MANOVA test
| Effect | Test | Test value | F | Effect df | Error df | p-value |
|---|---|---|---|---|---|---|
| Intercept | Wilks’ Lambda | 0.076 | 1696.512 | 3 | 418 | 0 |
| Hotelling's T2 | 12.176 | 1696.512 | 3 | 418 | 0 | |
| Brand narrative | Wilks’ Lambda | 0.977 | 1.093 | 9 | 1017.453 | 0.365 |
| Hotelling's T2 | 0.024 | 1.093 | 9 | 1250 | 0.365 | |
| Age | Wilks’ Lambda | 0.98 | 1.422 | 6 | 836 | 0.202 |
| Hotelling's T2 | 0.02 | 1.424 | 6 | 834 | 0.202 | |
| Brand narrative × age | Wilks’ Lambda | 0.941 | 1.417 | 18 | 1182.768 | 0.114 |
| Hotelling's T2 | 0.061 | 1.418 | 18 | 1250 | 0.113 |
Table 8
Means and SDs of brand associations constructs
| Age | avPV Mean and SD | avBP Mean and SD | avOA Mean and SD | |||
|---|---|---|---|---|---|---|
| Control group (cultural-neutral) | ||||||
| 30–39 | 4.287 | 0.204 | 4.398 | 0.198 | 4.278 | 0.224 |
| 40–49 | 4.278 | 0.183 | 4.139 | 0.183 | 4.074 | 0.185 |
| 50–60 | 4.120 | 0.187 | 4.130 | 0.204 | 3.889 | 0.194 |
| Group 1 (“the clinic” conservative narrative) | ||||||
| 30–39 | 4.278 | 0.265 | 4.120 | 0.291 | 4.037 | 0.272 |
| 40–49 | 3.815 | 0.266 | 3.991 | 0.258 | 3.750 | 0.259 |
| 50–60 | 4.204 | 0.158 | 4.407 | 0.155 | 4.000 | 0.187 |
| Group 2 (“the cruise” contemporary narrative) | ||||||
| 30–39 | 4.315 | 0.209 | 4.176 | 0.228 | 4.148 | 0.208 |
| 40–49 | 4.250 | 0.201 | 4.111 | 0.217 | 4.028 | 0.209 |
| 50–60 | 4.537 | 0.230 | 4.620 | 0.232 | 4.463 | 0.217 |
| Group 3 (“the road trip” progressive narrative) | ||||||
| 30–39 | 3.657 | 0.235 | 3.417 | 0.244 | 3.630 | 0.218 |
| 40–49 | 4.417 | 0.201 | 4.500 | 0.212 | 4.472 | 0.227 |
| 50–60 | 4.500 | 0.146 | 4.333 | 0.180 | 4.250 | 0.193 |
[i] avBP, average brand personality; avOA, average organizational associations; avPV, average perceived value; SDs, standard deviations.
Table 9
Two-way ANOVA results for separate brand associations
| Effect | avPV | avBP | avOA | |||
|---|---|---|---|---|---|---|
| F statistics | p-value | F statistics | p-value | F statistics | p-Value | |
| Intercept | 4845.244 | 0.000 | 4374.755 | 0.000 | 4223.975 | 0.000 |
| Brand narrative | 0.845 | 0.470 | 0.523 | 0.667 | 0.881 | 0.451 |
| Age | 1.030 | 0.358 | 2.470 | 0.086 | 0.343 | 0.710 |
| Brand narrative × age | 1.989 | 0.066 | 2.531 | 0.020* | 2.019 | 0.062 |
Table 10
Results of the groups comparisons based on HSD Tukey test (a = 0.05)
| Brand narrative | Age | BP evaluation (mean) | Homogenous group | |
|---|---|---|---|---|
| No. 1 | No. 2 | |||
| Group 3 (“the road trip” conservative narrative) | 30–39 | 3.417 | *** | |
| Group 1 (“the clinic” contemporary narrative) | 40–49 | 3.991 | *** | *** |
| Group 2 (“the cruise” progressive narrative) | 40–49 | 4.111 | *** | *** |
| Group 1 (“the clinic” conservative narrative) | 30–39 | 4.120 | *** | *** |
| Control group (cultural-neutral) | 50–60 | 4.130 | *** | *** |
| Control group (cultural-neutral) | 40–49 | 4.139 | *** | *** |
| Group 2 (“the cruise” contemporary narrative) | 30–39 | 4.176 | *** | *** |
| Group 3 (“the road trip” progressive narrative) | 50–60 | 4.333 | *** | *** |
| Control group (cultural-neutral) | 30–39 | 4.398 | *** | *** |
| Group 1 (“the clinic” conservative narrative) | 50–60 | 4.407 | *** | *** |
| Group 3 (“the road trip” progressive narrative) | 40–49 | 4.500 | *** | |
| Group 2 (“the cruise” contemporary narrative) | 50–60 | 4.620 | *** | |