Post on 15-Jan-2016
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Correlation analysis• Model constructs
•Brand knowledge, Brand attitude Brand Modality Cases N Value Label Danish Crown Audio
A/V Visual
0001 – 0146 0147 – 0299 0300 - 0466
146 153 167
1 2 3
DC_A DC-AV DC_V
Danske Spil Audio A/V Visual
0467 – 0639 0640 – 0821 0822 – 0983
173 182 162
4 5 6
DS_A DS_AV DS_V
Femina Audio A/V Visual
0984 – 1145 1146 – 1318 1319 - 1501
162 173 183
7 8 9
FE_A FE_AV FE_V
Mental Workout Audio A/V Visual
1501 – 1668 1669 – 1814 1815 – 1967
167 146 153
10 11 12
MW_A MW_AV MW_V
Oddset Audio A/V Visual
1968 – 2120 2121 – 2287 2288 – 2433
153 167 143
13 14 15
OD_A OD_AV OD_V
Q8 Audio A/V Visual
2434 – 2614 2615 – 2776 2777 - 2949
181 162 173
16 17 18
Q8_A Q8_AV Q8_V
Within construct corr coefficients
Across constructs corr coefficients > .650
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DC Audio / Correlation analysis
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DC Audio Visual / Correlation analysis
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DC Visual / Correlation analysis
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DS Audio / Correlation analysis
6
DS Audio Visual / Correlation analysis
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DS visual/ Correlation analysis
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FE Audio / Corre analysis
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FE Audio Visual / Corre analysis
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FE Visual / Correlation analysis
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MW Audio / Correlation analysis
12
MW Audio Visual / Correlation analysis
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MW Visual / Correlation analysis
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OD Audio / Correlation analysis
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OD Audio Visual / Correlation analysis
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OD Visual / Correlation analysis
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Q8 Audio / Correlation analysis
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Q8 Audio Visual / Correlation analysis
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Q8 Visual / Correlation analysis
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Corr across all modalities and brands