Table 5.

Regression analysis of each dimension of brand elements to functional value.

	Model 4	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	0.168	0.451		0.372	0.71
	Brand character	0.293	0.044	0.300	6.715	0.000
	Brand value	0.254	0.045	0.258	5.704	0.000
	Brand culture	0.389	0.045	0.388	8.612	0.000
Control variable	Student	0.116	0.131	0.058	0.888	0.375
	Civil servant and public institution personnel	0.020	0.161	0.007	0.126	0.900
	Enterprise personnel	0.245	0.139	0.104	1.764	0.079
	Businessman	0.234	0.194	0.061	1.202	0.230
	Others	0
	Convenience goods	−0.067	0.227	−0.022	−0.297	0.767
	Shopping goods	−0.133	0.273	−0.066	−0.486	0.627
	Specialty goods	−0.092	0.172	−0.041	−0.532	0.595
	Unsought goods	0
	Gender	0.057	0.088	0.028	0.645	0.519
	Monthly income	−0.069	0.088	−0.085	−0.788	0.431
R		0.657
R 2		0.431
Adjusted R2		0.410
F		20.019
Sig		0.000

The dependent variable is the functional value.