Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Cronbach's Alpha if Item Deleted | |
DISCOUNT MAI 1 | 6.67 | 3.256 | .639 | .786 |
DISCOUNT MAI 2 | 6.65 | 2,740 | .733 | .686 |
DISCOUNT MAI 3 | 6.68 | 2,882 | .652 | .773 |
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3.5 RESULTS OF RELIABILITY TEST OF BRAND ASSOCIATION SCALE
Initially:
Reliability Statistics
Cronbach's Alpha
N of Items | |
.503 | 6 |
Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Cronbach's Alpha if Item Deleted | |
CONVERSATION BRAND 1 | 17.29 | 6,551 | .637 | .265 |
CONVERSATION BRAND 2 | 17.17 | 6,520 | .654 | .258 |
CONVERSATION BRAND 3 | 17.13 | 6,690 | .661 | .268 |
CONVERSATION BRAND 4 | 17.48 | 5,899 | .625 | .227 |
CONVERSATION BRAND 5 | 17.43 | 5,814 | .623 | .223 |
CONVERSATION BRAND 6 | 18.37 | 15,460 | -.713 | .881 |
Correction:
Reliability Statistics
Cronbach's Alpha
N of Items | |
.881 | 5 |
Item-Total Statistics
Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Cronbach's Alpha if Item Deleted | |
CONVERSATION BRAND 1 | 14.69 | 10,697 | .682 | .863 |
CONVERSATION BRAND 2 | 14.56 | 10,529 | .726 | .854 |
CONVERSATION BRAND 3 | 14.53 | 10,733 | .736 | .853 |
CONVERSATION BRAND 4 | 14.87 | 9,577 | .725 | .854 |
CONVERSATION BRAND 5 | 14.82 | 9.411 | .733 | .853 |
APPENDIX IV
RESULTS OF EFA FACTOR ANALYSIS
4.1 RESULTS OF EXPLORATORY FACTOR ANALYSIS EFA - TESTING THE UNIDIMENSIONALITY OF THE SCALE
4.1.1 EFA factor analysis results – Branch/transaction office image scale
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .707 | |
Approx. Chi-Square | 226,985 | |
Bartlett's Test of Sphericity | df | 3 |
Sig. | .000 | |
Communalities
Initial | Extraction | |
IMAGE OF CN/PGD 1 | 1,000 | .750 |
IMAGE OF CN/PGD 2 | 1,000 | .794 |
IMAGE OF CN/PGD 3 | 1,000 | .689 |
Extraction Method: Principal Component Analysis.
Total Variance Explained
Components
Initial Eigenvalues | Extraction Sums of Squared Loadings | |||||
Total | % of Variance | cumulative % | Total | % of Variance | cumulati % | |
1 | 2,233 | 74,418 | 74,418 | 2,233 | 74,418 | 74,418 |
2 | .459 | 15,285 | 89,703 | |||
3 | .309 | 10,297 | 100,000 | |||
Component Matrix a
Component | |
1 | |
IMAGE OF CN/PGD 2 | .891 |
IMAGE OF CN/PGD 1 | .866 |
IMAGE OF CN/PGD 3 | .830 |
Extraction Method: Principal Component Analysis.
4.1.2 EFA factor analysis results – Branch/transaction office network scale
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .500 | |
Approx. Chi-Square | 202,454 | |
Bartlett's Test of Sphericity | df | 1 |
Sig. | .000 | |
Communalities
Initial | Extraction | |
CN/PGD 1 WIRELESS | 1,000 | .900 |
CN/PGD 2 LANYARD | 1,000 | .900 |
Extraction Method: Principal Component Analysis.
Total Variance Explained
Components
Initial Eigenvalues | Extraction Sums of Squared Loadings | |||||
Total | % of Variance | cumulative % | Total | % of Variance | cumulati % | |
1 | 1.801 | 90,039 | 90,039 | 1.801 | 90,039 | 90,039 |
2 | .199 | 9,961 | 100,000 | |||
Extraction Method: Principal Component Analysis.
Component Matrix a
Component | |
1 | |
CN/PGD 2 LANYARD | .949 |
CN/PGD 1 WIRELESS | .949 |
Extraction Method: Principal Component Analysis. | |
4.1.3 EFA Factor Analysis Results – Advertising Spending Scale
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .646 | |
Approx. Chi-Square | 108,372 | |
Bartlett's Test of Sphericity | df | 3 |
Sig. | .000 | |
Communalities
Initial | Extraction | |
ADVERTISING SPENDING 1 | 1,000 | .630 |
ADVERTISING SPENDING 2 | 1,000 | .536 |
ADVERTISING SPENDING 3 | 1,000 | .705 |
Total Variance Explained
Components
Initial Eigenvalues | Extraction Sums of Squared Loadings | |||||
Total | % of Variance | cumulative % | Total | % of Variance | cumulati % | |
1 | 1,871 | 62,356 | 62,356 | 1,871 | 62,356 | 62,356 |
2 | .666 | 22,206 | 84,563 | |||
3 | .463 | 15,437 | 100,000 | |||
Extraction Method: Principal Component Analysis.
Component Matrix a
Component | |
1 | |
ADVERTISING SPENDING 3 | .839 |
ADVERTISING SPENDING 1 | .794 |
ADVERTISING SPENDING 2 | .732 |
Extraction Method: Principal Component Analysis. | |
4.1.4 EFA Factor Analysis Results – Promotional Price Scale
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .700 | |
Approx. Chi-Square | 216,008 | |
Bartlett's Test of Sphericity | df | 3 |
Sig. | .000 | |
Communalities
Initial | Extraction | |
PROMOTION 1 | 1,000 | .700 |
PROMOTION 2 | 1,000 | .795 |
PROMOTION 3 | 1,000 | .711 |
Extraction Method: Principal Component Analysis.
Total Variance Explained
Components
Initial Eigenvalues | Extraction Sums of Squared Loadings | |||||
Total | % of Variance | cumulative % | Total | % of Variance | cumulati % | |
1 | 2.206 | 73,539 | 73,539 | 2.206 | 73,539 | 73,539 |
2 | .474 | 15,810 | 89,349 | |||
3 | .320 | 10,651 | 100,000 | |||
Extraction Method: Principal Component Analysis.
Component Matrix a
Component | |
1 | |
PROMOTION 2 | .892 |
PROMOTION 3 | .843 |
PROMOTION 1 | .836 |
Extraction Method: Principal Component Analysis.
4.1.5 EFA Factor Analysis Results – Brand Association Scale
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .791 | |
Approx. Chi-Square | 606.806 | |
Bartlett's Test of Sphericity | df | 10 |
Sig. | .000 | |