Table 3.
Component loadings for seven survey items for food and drink brands.
| Food Brand | Drink Brand | |||
|---|---|---|---|---|
| Factor 1 Brand–Self Connection | Factor 2 Brand Socialisation | Factor 1 Brand–Self Connection | Factor 2 Brand Socialisation | |
| I feel close to [brand], like the way I feel about a friend | 0.72 | 0.09 | 0.677 | 0.273 |
| [Brand] is just right for a person like me | 0.70 | 0.01 | 0.66 | 0.12 |
| I think about [brand] regularly | 0.65 | 0.11 | 0.67 | 0.27 |
| [Brand] makes me feel good | 0.50 | 0.38 | 0.72 | −0.05 |
| I’d like to eat/drink [brand] sometime soon | 0.63 | −0.08 | 0.71 | 0.00 |
| [Brand] is popular amongst people my age | −0.24 | 0.77 | −0.06 | 0.80 |
| Eating/Drinking [Brand] Helps Me Fit in with Other Kids | 0.28 | 0.69 | 0.29 | 0.70 |
| Eigenvalue | 2.29 | 1.17 | 2.68 | 1.06 |
| % of total variance | 31.58 | 17.87 | 34.93 | 18.45 |
| Total variance | 49.45 | 53.39 | ||