Table 1.
Analysis of correlation coefficient.
|
Brand character |
Brand value |
Brand culture |
Functional value |
Emotional value |
Social value |
Service value |
Consumers' purchase intention |
||
|---|---|---|---|---|---|---|---|---|---|
| Brand character | Pearson correlation | 1 | |||||||
| Significance (double tail) | |||||||||
| Brand value | Pearson correlation | 0.135* | 1 | ||||||
| Significance (double tail) | 0.014 | ||||||||
| Brand culture | Pearson correlation | 0.159** | 0.210** | 1 | |||||
| Significance (double tail) | 0.004 | 0.000 | |||||||
| Functional value | Pearson correlation | 0.407** | 0.384** | 0.496** | 1 | ||||
| Significance (double tail) | 0.000 | 0.000 | 0.000 | ||||||
| Emotional value | Pearson correlation | 0.335** | 0.344** | 0.351** | 0.258** | 1 | |||
| Significance (double tail) | 0.000 | 0.000 | 0.000 | 0.000 | |||||
| Social value | Pearson correlation | 0.437** | 0.400** | 0.351** | 0.187** | 0.227** | 1 | ||
| Significance (double tail) | 0.000 | 0.000 | 0.000 | 0.001 | 0.000 | ||||
| Service value | Pearson correlation | 0.397** | 0.478** | 0.267** | 0.211** | 0.169** | 0.271** | 1 | |
| Significance (double tail) | 0.000 | 0.000 | 0.000 | 0.000 | 0.002 | 0.000 | |||
| Consumers' | Pearson correlation | 0.338** | 0.385** | 0.347** | 0.414** | 0.362** | 0.428** | 0.393** | 1 |
| purchase intention |
Significance (double tail) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 |
*
The correlation is significant at the significance level of 0.05 (double tail).
**
The correlation is significant at the significance level of 0.01 (double tail).