Reliability

Case Processing Summary

N %
Cases Valid 200 100.0
Excluded(
0 .0
a)
Total 200 100.0
a Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's
Alpha Based
on
Cronbach's Standardized
Alpha Items N of Items
.746 .788 18

Item Statistics

Mean Std. Deviation N

brand 3.41 2.224 200
social identification1 3.68 1.129 200
social identification2 3.74 .963 200
social identification3 3.26 1.038 200
social identification4 3.48 1.042 200
social identification5 3.41 1.033 200
personal identification1 3.54 1.120 200
personal identification2 3.24 1.038 200
personal identification3 3.86 .815 200
personal identification4 3.60 .956 200
personal identification5 3.43 .865 200
brand personality1 3.34 1.053 200
brand personality2 3.43 .985 200
brand personality3 3.45 .950 200
 brand personality4 3.34 1.029 200
brand extension 3.31 .952 200
brand recommendation 3.81 .915 200
price premium 2.63 1.499 200

Inter-Item Correlation Matrix

perso perso perso perso perso bran pric

social social social social social nal nal nal nal nal brand brand brand brand d brand e
br identifi identifi identifi identifi identifi identifi identifi identifi identifi identifi perso perso perso perso exte recom pre
an cation cation cation cation cation cation cation cation cation cation nality nality nality nality nsio mendati miu
d 1 2 3 4 5 1 2 3 4 5 1 2 3 4 n on m
brand 1.
.
00 -.100 -.174 -.018 -.145 .022 .070 .108 .062 -.006 .051 .141 .090 -.022 .016 .034 .050
034
0
social
-.1 .
identific 1.000 .372 .123 -.001 .366 .156 .036 .328 .272 .135 .218 .305 .243 .124 .129 .082
00 101
ation1
social
-.1 -.05
identific .372 1.000 .304 .225 -.020 .195 .098 .081 .181 .236 .136 .023 .090 -.128 .016 .246
74 1
ation2
social
-.0 -.17 .
identific .123 .304 1.000 .432 .323 .187 .175 .008 .105 .223 .444 .072 .314 .157 .153
18 7 063
ation3
social
-.1 -.07 .
identific -.001 .225 .432 1.000 .225 .356 .051 .074 .234 .102 .389 .268 .441 .189 .291
45 2 238
ation4
social .
-.00 .
identific 02 .366 -.020 .323 .225 1.000 .342 .195 .217 .180 .071 .545 .342 .274 .447 .034
9 177
ation5 2
person . .156 .195 .187 .356 .342 1.000 .282 .116 .374 .023 .324 .346 .311 .177 .303 .149 .
al
07
identific 351
0
ation1
person
.
al -.01
10 .036 .098 .175 .051 .195 .282 1.000 .367 .006 .182 .230 .164 .170 .271 .144 .212
identific 3
8
ation2
person
.
al .
06 .328 .081 .008 .074 .217 .116 .367 1.000 .224 .199 .166 .370 .218 .303 .237 .288
identific 080
2
ation3
person
al -.0 .
.272 .181 .105 .234 .180 .374 .006 .224 1.000 .310 .408 .322 .266 .072 .129 .165
identific 06 168
ation4
person
.
al .
05 .135 .236 .223 .102 .071 .023 .182 .199 .310 1.000 .202 .203 .023 -.011 .061 .312
identific 069
1
ation5
brand .
.
person 14 .218 .136 .444 .389 .545 .324 .230 .166 .408 .202 1.000 .490 .431 .335 .018 .202
000
ality1 1
brand .
.
person 09 .305 .023 .072 .268 .342 .346 .164 .370 .322 .203 .490 1.000 .533 .133 .181 .102
137
ality2 0
brand
-.0 .
person .243 .090 .314 .441 .274 .311 .170 .218 .266 .023 .431 .533 1.000 .182 .053 .243
22 229
ality3
brand .
.
person 01 .124 -.128 .157 .189 .447 .177 .271 .303 .072 -.011 .335 .133 .182 1.000 .022 .229
249
ality4 6
brand .
1.00 .
extensi 03 .129 .016 -.177 -.072 -.009 .303 .144 .237 .129 .061 .018 .181 .053 .022 .067
0 133
on 4
brand
.
recom .
05 .082 .246 .153 .291 .034 .149 .212 .288 .165 .312 .202 .102 .243 .229 .067 1.000
mendati 080
0
on
price .
1.0
premiu 03 .101 -.051 .063 .238 .177 .351 -.013 .080 .168 .069 .000 .137 .229 .249 .133 .080
00
m 4
 Item-Total Statistics

Scale Corrected Squared Cronbach's

Scale Mean if Variance if Item-Total Multiple Alpha if Item
Item Deleted Item Deleted Correlation Correlation Deleted
brand 58.52 72.090 .025 .160 .795
social identification1 58.25 70.548 .325 .450 .734
social identification2 58.19 73.961 .187 .424 .744
social identification3 58.67 70.827 .348 .450 .733
social identification4 58.45 70.158 .387 .473 .730
social identification5 58.52 68.814 .473 .530 .723
personal identification1 58.39 67.073 .526 .519 .717
personal identification2 58.69 71.212 .325 .349 .734
personal identification3 58.07 71.689 .409 .421 .730
personal identification4 58.33 70.411 .415 .411 .728
personal identification5 58.50 73.005 .287 .350 .738
brand personality1 58.59 66.645 .595 .632 .712
brand personality2 58.50 68.653 .513 .548 .721
brand personality3 58.48 69.226 .497 .488 .722
brand personality4 58.59 70.917 .347 .400 .733
brand extension 58.62 74.498 .157 .230 .746
brand recommendation 58.12 71.751 .348 .321 .733
price premium 59.30 69.417 .253 .305 .744
Factor Analysis
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. .661

Bartlett's Test of Approx. Chi-Square 1018.841

Sphericity df 136
Sig. .000

Communalities

Initial Extraction
social identification1 1.000 .799
social identification2 1.000 .776
social identification3 1.000 .689
social identification4 1.000 .700
social identification5 1.000 .751
personal identification1 1.000 .635
personal identification2 1.000 .559
personal identification3 1.000 .646
personal identification4 1.000 .524
personal identification5 1.000 .494
brand personality1 1.000 .723
brand personality2 1.000 .762
brand personality3 1.000 .577
brand personality4 1.000 .700
brand extension 1.000 .573
brand recommendation 1.000 .611
price premium 1.000 .649
Extraction Method: Principal Component Analysis.
 Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.301 25.303 25.303 4.301 25.303 25.303 2.553 15.019 15.019
2 1.647 9.691 34.994 1.647 9.691 34.994 1.908 11.224 26.243
3 1.582 9.306 44.300 1.582 9.306 44.300 1.787 10.510 36.752
4 1.360 8.003 52.303 1.360 8.003 52.303 1.739 10.229 46.981
5 1.243 7.314 59.617 1.243 7.314 59.617 1.669 9.815 56.796
6 1.033 6.074 65.691 1.033 6.074 65.691 1.512 8.895 65.691
7 .987 5.808 71.499
8 .918 5.401 76.900
9 .732 4.304 81.204
10 .628 3.693 84.897
11 .538 3.167 88.063
12 .503 2.956 91.020
13 .417 2.452 93.472
14 .336 1.975 95.447
15 .308 1.814 97.261
16 .270 1.590 98.851
17 .195 1.149 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrix(a)

Component
1 2 3 4 5 6
social identification1 .841
social identification2 .457 .644
social identification3 .738
social identification4 .534
social identification5 .610
personal identification1 .693
 personal identification2 .582 .462
personal identification3 .486
personal identification4 .571
personal identification5 .633
brand personality1 .679
brand personality2 .840
brand personality3 .672
brand personality4 .795
brand extension -.622
brand recommendation .735
price premium .793
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 13 iterations.

Component Transformation Matrix

Component 1 2 3 4 5 6
1 .669 .411 .345 .204 .366 .299
2 .046 .313 -.061 -.939 .114 .037
3 -.118 -.428 .710 -.204 -.229 .452
4 -.306 .705 .338 .131 -.508 -.142
5 -.298 -.038 .479 -.007 .601 -.564
6 -.595 .227 -.172 .134 .425 .605
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Factor Analysis
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy. .661

Bartlett's Test of Approx. Chi-Square 1018.841

Sphericity df 136
Sig. .000

Communalities

Initial Extraction
social identification1 1.000 .319
social identification2 1.000 .608
social identification3 1.000 .633
social identification4 1.000 .547
social identification5 1.000 .540
personal identification1 1.000 .393
personal identification2 1.000 .214
personal identification3 1.000 .526
personal identification4 1.000 .348
personal identification5 1.000 .440
brand personality1 1.000 .601
brand personality2 1.000 .475
brand personality3 1.000 .462
brand personality4 1.000 .429
brand extension 1.000 .475
brand recommendation 1.000 .309
price premium 1.000 .211
Extraction Method: Principal Component Analysis.
 Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.301 25.303 25.303 4.301 25.303 25.303 3.412 20.069 20.069
2 1.647 9.691 34.994 1.647 9.691 34.994 2.325 13.678 33.747
3 1.582 9.306 44.300 1.582 9.306 44.300 1.794 10.553 44.300
4 1.360 8.003 52.303
5 1.243 7.314 59.617
6 1.033 6.074 65.691
7 .987 5.808 71.499
8 .918 5.401 76.900
9 .732 4.304 81.204
10 .628 3.693 84.897
11 .538 3.167 88.063
12 .503 2.956 91.020
13 .417 2.452 93.472
14 .336 1.975 95.447
15 .308 1.814 97.261
16 .270 1.590 98.851
17 .195 1.149 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrix(a)

Component
1 2 3
social identification1
social identification2 .770
social identification3 -.480
social identification4 .567
social identification5 .732
personal identification1 .553
 personal identification2
personal identification3 .635
personal identification4
personal identification5 .645
brand personality1 .698
brand personality2 .547
brand personality3 .638
brand personality4 .614
brand extension .688
brand recommendation .521
price premium
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 22 iterations.

Component Transformation Matrix

Component 1 2 3
1 .820 .520 .238
2 -.058 -.338 .939
3 -.569 .784 .247
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Component Transformation Matrix

Component 1 2 3
1 .820 .520 .238
2 -.058 -.338 .939
3 -.569 .784 .247
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Descriptives
Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

age 200 1 5 1.46 .801
income 200 1 5 1.52 .874
Valid N (listwise) 200

Frequencies
age

Cumulative
Frequency Percent Valid Percent Percent
Valid 18-25 136 68.0 68.0 68.0
26-35 45 22.5 22.5 90.5
36-45 12 6.0 6.0 96.5
46-55 5 2.5 2.5 99.0
above 55 2 1.0 1.0 100.0
Total 200 100.0 100.0

income

Cumulative
Frequency Percent Valid Percent Percent
Valid less than 20000 131 65.5 65.5 65.5
20000-40000 47 23.5 23.5 89.0
40000-60000 12 6.0 6.0 95.0
60000-80000 7 3.5 3.5 98.5
above 80000 3 1.5 1.5 100.0
Total 200 100.0 100.0
Regression
Descriptive Statistics

Mean Std. Deviation N

brand 3.41 2.224 200
social identification1 3.68 1.129 200
social identification2 3.74 .963 200
social identification3 3.26 1.038 200
social identification4 3.48 1.042 200
social identification5 3.41 1.033 200
personal identification1 3.54 1.120 200
personal identification2 3.24 1.038 200
personal identification3 3.86 .815 200
personal identification4 3.60 .956 200
personal identification5 3.43 .865 200
brand personality1 3.34 1.053 200
brand personality2 3.43 .985 200
brand personality3 3.45 .950 200
brand personality4 3.34 1.029 200
brand extension 3.31 .952 200
brand recommendation 3.81 .915 200
price premium 2.63 1.499 200

Correlations

perso perso perso perso perso bran bran bran bran bra pric
social social social social social nal nal nal nal nal d d d d nd brand e
br identif identif identif identif identif identif identif identif identif identif pers pers pers pers exte recom pre
an icatio icatio icatio icatio icatio icatio icatio icatio icatio icatio onalit onalit onalit onalit nsio mendat miu
d n1 n2 n3 n4 n5 n1 n2 n3 n4 n5 y1 y2 y3 y4 n ion m
Pear brand 1.
. .
son 00 -.100 -.174 -.018 -.145 .022 .070 .108 .062 -.006 .051 .141 .090 -.022 .016 .050
034 034
Corr 0
elati social -.
. .
on identifi 10 1.000 .372 .123 -.001 .366 .156 .036 .328 .272 .135 .218 .305 .243 .124 .082
129 101
cation1 0
social -. .372 1.000 .304 .225 -.020 .195 .098 .081 .181 .236 .136 .023 .090 -.128 . .246 -.05
identifi 17 016 1
cation2 4
social -.
-.17 .
identifi 01 .123 .304 1.000 .432 .323 .187 .175 .008 .105 .223 .444 .072 .314 .157 .153
7 063
cation3 8
social -.
-.07 .
identifi 14 -.001 .225 .432 1.000 .225 .356 .051 .074 .234 .102 .389 .268 .441 .189 .291
2 238
cation4 5
social .
-.00 .
identifi 02 .366 -.020 .323 .225 1.000 .342 .195 .217 .180 .071 .545 .342 .274 .447 .034
9 177
cation5 2
person
.
al . .
07 .156 .195 .187 .356 .342 1.000 .282 .116 .374 .023 .324 .346 .311 .177 .149
identifi 303 351
0
cation1
person
.
al . -.01
10 .036 .098 .175 .051 .195 .282 1.000 .367 .006 .182 .230 .164 .170 .271 .212
identifi 144 3
8
cation2
person
.
al . .
06 .328 .081 .008 .074 .217 .116 .367 1.000 .224 .199 .166 .370 .218 .303 .288
identifi 237 080
2
cation3
person
-.
al . .
00 .272 .181 .105 .234 .180 .374 .006 .224 1.000 .310 .408 .322 .266 .072 .165
identifi 129 168
6
cation4
person
.
al . .
05 .135 .236 .223 .102 .071 .023 .182 .199 .310 1.000 .202 .203 .023 -.011 .312
identifi 061 069
1
cation5
brand .
1.00 . .
person 14 .218 .136 .444 .389 .545 .324 .230 .166 .408 .202 .490 .431 .335 .202
0 018 000
ality1 1
brand .
1.00 . .
person 09 .305 .023 .072 .268 .342 .346 .164 .370 .322 .203 .490 .533 .133 .102
0 181 137
ality2 0
brand -.
1.00 . .
person 02 .243 .090 .314 .441 .274 .311 .170 .218 .266 .023 .431 .533 .182 .243
0 053 229
ality3 2
brand .
1.00 . .
person 01 .124 -.128 .157 .189 .447 .177 .271 .303 .072 -.011 .335 .133 .182 .229
0 022 249
ality4 6
brand . .129 .016 -.177 -.072 -.009 .303 .144 .237 .129 .061 .018 .181 .053 .022 1.0 .067 .
extensi 03 00 133
on 4
 brand
.
recom . .
05 .082 .246 .153 .291 .034 .149 .212 .288 .165 .312 .202 .102 .243 .229 1.000
mendat 067 080
0
ion
price .
. 1.0
premiu 03 .101 -.051 .063 .238 .177 .351 -.013 .080 .168 .069 .000 .137 .229 .249 .080
133 00
m 4
Sig. brand . .
. .079 .007 .403 .020 .377 .163 .064 .192 .466 .236 .023 .103 .376 .409 .240
(1- 317 318
taile social .
. .
d) identifi 07 . .000 .042 .493 .000 .014 .307 .000 .000 .028 .001 .000 .000 .040 .124
035 077
cation1 9
social .
. .
identifi 00 .000 . .000 .001 .390 .003 .084 .126 .005 .000 .027 .373 .102 .035 .000
413 239
cation2 7
social .
. .
identifi 40 .042 .000 . .000 .000 .004 .007 .457 .069 .001 .000 .156 .000 .013 .015
006 188
cation3 3
social .
. .
identifi 02 .493 .001 .000 . .001 .000 .237 .150 .000 .076 .000 .000 .000 .004 .000
154 000
cation4 0
social .
. .
identifi 37 .000 .390 .000 .001 . .000 .003 .001 .005 .160 .000 .000 .000 .000 .317
451 006
cation5 7
person
.
al . .
16 .014 .003 .004 .000 .000 . .000 .052 .000 .371 .000 .000 .000 .006 .018
identifi 000 000
3
cation1
person
.
al . .
06 .307 .084 .007 .237 .003 .000 . .000 .466 .005 .001 .010 .008 .000 .001
identifi 021 428
4
cation2
person
.
al . .
19 .000 .126 .457 .150 .001 .052 .000 . .001 .002 .009 .000 .001 .000 .000
identifi 000 129
2
cation3
person
.
al . .
46 .000 .005 .069 .000 .005 .000 .466 .001 . .000 .000 .000 .000 .154 .010
identifi 034 009
6
cation4
person
.
al . .
23 .028 .000 .001 .076 .160 .371 .005 .002 .000 . .002 .002 .374 .440 .000
identifi 194 165
6
cation5
brand . .001 .027 .000 .000 .000 .000 .001 .009 .000 .002 . .000 .000 .000 . .002 .
 person 02
401 498
ality1 3
brand .
. .
person 10 .000 .373 .156 .000 .000 .000 .010 .000 .000 .002 .000 . .000 .031 .075
005 026
ality2 3
brand .
. .
person 37 .000 .102 .000 .000 .000 .000 .008 .001 .000 .374 .000 .000 . .005 .000
228 001
ality3 6
brand .
. .
person 40 .040 .035 .013 .004 .000 .006 .000 .000 .154 .440 .000 .031 .005 . .001
379 000
ality4 9
brand .
.
extensi 31 .035 .413 .006 .154 .451 .000 .021 .000 .034 .194 .401 .005 .228 .379 . .174
030
on 7
brand
.
recom . .
24 .124 .000 .015 .000 .317 .018 .001 .000 .010 .000 .002 .075 .000 .001 .
mendat 174 131
0
ion
price .
.
premiu 31 .077 .239 .188 .000 .006 .000 .428 .129 .009 .165 .498 .026 .001 .000 .131 .
030
m 8
N brand 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
social
20
identifi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
cation1
social
20
identifi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
cation2
social
20
identifi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
cation3
social
20
identifi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
cation4
social
20
identifi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
cation5
person
al 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
identifi 0
cation1
person 20 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
al 0
identifi
 cation2
person
al 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
identifi 0
cation3
person
al 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
identifi 0
cation4
person
al 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
identifi 0
cation5
brand
20
person 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
ality1
brand
20
person 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
ality2
brand
20
person 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
ality3
brand
20
person 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
ality4
brand
20
extensi 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
on
brand
recom 20
200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
mendat 0
ion
price
20
premiu 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200 200
0
m

Model Summary
 Adjusted R Std. Error of
Model R R Square Square the Estimate
1 .400(a) .160 .082 2.131
a Predictors: (Constant), price premium, brand personality1, brand extension, social identification2, personal identification2, personal identification5, brand
recommendation, social identification1, personal identification4, brand personality3, brand personality4, personal identification3, social identification3, social
identification4, personal identification1, social identification5, brand personality2

ANOVA(b)

Sum of
Model Squares df Mean Square F Sig.
1 Regression 157.491 17 9.264 2.040 .011(a)
Residual 826.704 182 4.542
Total 984.195 199
a Predictors: (Constant), price premium, brand personality1, brand extension, social identification2, personal identification2, personal identification5, brand
recommendation, social identification1, personal identification4, brand personality3, brand personality4, personal identification3, social identification3, social
identification4, personal identification1, social identification5, brand personality2
b Dependent Variable: brand

Coefficients(a)

Unstandardized Standardized
Coefficients Coefficients t Sig.

Model B Std. Error Beta B Std. Error

1 (Constant) 4.479 1.223 3.662 .000
social identification1 -.184 .180 -.093 -1.023 .308
social identification2 -.438 .204 -.190 -2.145 .033
social identification3 .083 .196 .039 .423 .673
social identification4 -.605 .195 -.283 -3.105 .002
social identification5 -.231 .213 -.107 -1.088 .278
personal identification1 .312 .193 .157 1.614 .108
personal identification2 .045 .180 .021 .248 .805
personal identification3 .263 .243 .096 1.081 .281
personal identification4 -.241 .205 -.104 -1.175 .242
personal identification5 .074 .217 .029 .341 .733
brand personality1 .702 .231 .333 3.044 .003
brand personality2 .107 .228 .047 .468 .640
 brand personality3 -.196 .222 -.084 -.884 .378
brand personality4 -.234 .189 -.108 -1.238 .217
brand extension -.133 .181 -.057 -.734 .464
brand recommendation .257 .199 .106 1.289 .199
price premium .162 .120 .109 1.347 .180
a Dependent Variable: brand