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perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets exceeds .620 and is thus sufficient for subsequent analytical scrutiny.
TABLE 4: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR BRAND TRUST Influence 3
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.709 .000 .742
Toothpaste .845 .855 .752 .582 59%
0.990 0.998
.734 .000 .785
.706 .000 .783
In influence 3 (Brand Trust), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.990) between all three the influences identified. All three factors declared a similar % variance and this suggests that there is no difference between toothpaste, coffee and bread as consumer products with regard to brand trust in brand loyalty. The three products can thus be treated as a single entity.
The KMO measure yielded factors above .70 falling in the good range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets exceeds .740 and is thus good for subsequent analytical scrutiny.
TABLE 5: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR RELATIONSHIP PRONENESS Influence 4
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.769 .000 .782
Relationship Proneness (RPR) Toothpaste
.728 .846 .741 .795 61%
0.925 0.942
.772 .000 .780
.776 .000 .796
In influence 4 (Relationship Proneness), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.920) between all three the influences identified. The coefficients are almost identical for toothpaste, coffee and bread as consumer products with regards to relationship proneness. The three products can certainly be treated as a single entity.
A COMPARATIVE ANALYSIS OF BRAND LOYALTY OF COMMON HOUSEHOLD PRODUCTS 400