Respondents’ Experiences of looking at Air Asia’s logo

In describing the respondents’ level of experiences of viewing the AA’s logo, Tables 4.22, 4.23, 4.24, 4.25, 4.26, 4.27, 4.28, and 4.29 portrayed a frequency analysis for eight categories of psychological associations. The frequency analysis on Table 4.22 showed the respondent’s psychological experiences such as optimism, dynamism and mobility as the result of looking at AA’s logo. A huge number of respondents (46.7%) agreed, and another 16.3 percent of respondents strongly agreed of experiencing these psychological

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responses, with a cumulative of 63%. In comparison, only 6.7 percent of respondents disagreed, and another 1 percent of the respondents who strongly disagreed. The remaining respondents (29.3%) chose to be neutral.

Table 4.22: Frequency Analysis on the experiences (optimistic, dynamic and mobility) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

The data in Table 4.23 analysed the respondents’ psychological associations (passion, love, excitement and intense). Almost half of respondents in total (51.7%) who agreed and strongly agreed of experiencing these psychological responses. Only a small number of respondents (10.3%) who disagreed and strongly disagreed; with another 38 percent of the respondents were neutral to the psychological associations.

Table 4.23: Frequency Analysis on the experiences (passion, love, excitement and intense) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

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In seeking the psychological association of AA logo towards explosiveness and war, it can be analyzed from Table 4.24 that almost a quarter (25.7%) of the respondents felt neutral. Another 30 percent of the respondents disagreed, followed by 12 percent of them who strongly disagreed towards these particular associations. Only a small number of respondents, 9 percent who strongly agreed with the association of explosiveness and war which was followed by 23.3 percent who agreed to it.

Table 4.24: Frequency Analysis on the experiences (explosiveness and war) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

The psychological associations such as sexy and stimulating as results of viewing AA’s logo are shown in the frequency analysis in Table 4.25. 13 percent and 30.3 percent of the respondents strongly agreed and agreed respectively to these psychological associations. Another 28.7 percent of respondents chose neutral, with 18.7 percent who disagreed and the remaining respondents (9.3%) who strongly disagreed towards these psychological associations.

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Table 4.25: Frequency Analysis on the experiences (sexy and stimulating) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

Table 4.26 analysed the psychological associations of AA’s logo that are related to aggressiveness, powerful and strength. Majority of the respondents (32.3%) strongly agreed, which was followed by another 42.3% of the respondents who agreed to these psychological associations. In comparison, only a small number of respondents; 3.7 percent who disagreed and 2.7 percent who strongly disagreed. The remaining 19 percent of respondents chose neutral to these psychological associations.

Table 4.26: Frequency Analysis on the experiences (aggressiveness, powerful and strength) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

In search on the negative associations of AA’s logo, Table 4.27 showed the frequency analysis on the psychological associations such as death, the devil and blood. The majority of respondents (29%) chose neutral towards these associations. This was followed by 24 percent who disagreed and 18.3 percent of

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respondents who strongly disagreed. Nevertheless, there were also respondents who agreed (19.3%) to these associations: death, the devil and blood, with the remaining 9.3 percent who strongly agreed.

Table 4.27: Frequency Analysis on the experiences (death, the devil and blood) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

Table 4.28 displayed the frequency analysis for the psychological associations, such as attractiveness of AA’s logo and its noticibility. A huge number of respondents (36.3%) strongly agreed, which was followed by 45 percent who agreed to these associations. In comparison, only a small fragment of the respondents (2.3% and 1%) who disagreed and strongly disagreed respectively.

Table 4.28: Frequency Analysis on the experiences (attractiveness and noticibility) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

Table 4.29 showed the last few psychological associations (happiness, energetic and impulsive) in relation to AA’s logo. A vast majority (50.3%) of the

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respondents agreed to the associations, followed by 19 percent of the respondents who strongly agreed. Almost a quarter (25.3%) of the respondents chose neutral towards these associations. A small number of respondents who disagreed (3.3%) and strongly disagreed (2%) towards these associations respectively.

Table 4.29: Frequency Analysis on the experiences (happiness, energetic and impulsive) as a result of looking at AA’s logo

Frequency Percent Valid Strongly Agree

Agree

Table 4.30: Cumulative Frequency Analysis on eight categories of experiences as a result of looking at AA’s logo

Psychological Death, the devil &

blood

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Table 4.30 summarized the respondents’ psychological associations as experienced by the respondents by looking at the AA’s logo. The results were categorized into three groups; encouraging feedback (agree and strongly agree), discouraging feedback (disagree and strongly disagree) and neutral. It can be noted that more than half of the respondents associated in a positive way when they looked at the AA’s logo. The majority of the respondents (42%) related in a discouraging way (disagree and strongly disagree) towards negative associations such as explosiveness and war. Another 32.3 percent of the respondents related these associations in an encouraging way (agree and strongly agree) while 25.7 percent of respondents were neutral. This same scenario was also applicable to the psychological associations for death, the devil and blood with the majority of respondents (42.3%) who related to these association in a discouraging way (disagree and strongly disagree). While 28.7 percent of the respondents related these associations in an encouraging way (agree and strongly agree). As for the association of sexy and stimulating, 43.3 percent of the respondents related to it in an encouraging way (agree and strongly agree), while another fragment (28%) related to in a discouraging way (disagree and strongly disagree). Nevertheless, based on the eight groups of associations, majority of the respondents associated encouragingly towards the positive associations of AA’s logo and associated discouragingly towards the negative associations of the logo.

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