Table 1.
Rotated Component Matrix: Port Royal
|
Component |
|||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| Popular |
.736 |
|
|
|
|
| Cool |
.627 |
|
|
|
|
| Relaxing |
.566 |
|
|
|
|
| Trendy |
.525 |
|
|
|
|
| Sophisticated |
|
.731 |
|
|
|
| Classy |
|
.661 |
|
|
|
| Feminine |
|
|
|
|
|
| Tough |
|
|
.796 |
|
|
| Masculine |
|
|
.725 |
|
|
| Budget |
|
|
|
.790 |
|
| Plain |
|
|
|
.746 |
|
| Traditional |
|
|
|
|
.808 |
| Mature | .609 | ||||
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.