Table 6.

Regression analysis of each dimension of brand elements to the emotional value.

	Model 5	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	0.054	0.549		0.099	0.922
	Brand character	0.260	0.053	0.245	4.891	0.000
	Brand value	0.269	0.054	0.251	4.960	0.000
	Brand culture	0.251	0.055	0.230	4.558	0.000
Control variable	Student	0.219	0.159	0.100	1.377	0.169
	Civil servant and public institution personnel	0.491	0.196	0.153	2.509	0.013
	Enterprise personnel	0.325	0.169	0.127	1.919	0.056
	Businessman	0.525	0.236	0.127	2.219	0.027
	Others	0
	Convenience goods	−0.230	0.277	−0.069	−0.831	0.407
	Shopping goods	0.033	0.332	0.015	0.100	0.920
	Specialty goods	−0.007	0.210	−0.003	−0.035	0.972
	Unsought goods	0
	Gender	0.065	0.107	0.030	0.609	0.543
	Monthly income	0.004	0.107	0.004	0.036	0.972
R		0.536
R 2		0.287
Adjusted R2		0.260
F		10.653
Sig		0.000

The dependent variable is the emotional value.