Table 1.
Hierarchy of factors based on their eigenvalues determined using the Kaiser Criterion.
| Principal components (factors) | Principal component eigenvalue | % of overall eigenvalues (variance) | Cumulated eigenvalue | Cumulated % of eigenvalues |
|---|---|---|---|---|
| Factor 1 – image-and-sales (IS) | 5.40 | 28.2 | 5.36 | 28.2 |
| Factor 2 – patriotic (PAT) | 3.48 | 18.3 | 8.83 | 46.5 |
| Factor 3 – prosumptive-and-ethnocentric (PRO-ETN) | 1.96 | 10.3 | 10.80 | 56.8 |
| Factor 4 – european (EUR) | 1.25 | 6.6 | 12.05 | 63.4 |
Source: Author's study based on research results.