Table 7.

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

	Model 6	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	−0.138	0.543		−0.254	0.800
	Brand character	0.390	0.053	0.348	7.416	0.000
	Brand value	0.318	0.054	0.283	5.935	0.000
	Brand culture	0.254	0.054	0.221	4.669	0.000
Control variable	Student	−0.061	0.158	−0.027	−0.388	0.698
	Civil servant and public institution personnel	−0.073	0.194	−0.022	−0.378	0.706
	Enterprise personnel	−0.065	0.167	−0.024	−0.387	0.699
	Businessman	−0.037	0.234	−0.008	−0.156	0.876
	Others	0
	Convenience goods	0.214	0.274	0.061	0.780	0.436
	Shopping goods	−0.017	0.328	−0.008	−0.053	0.958
	Specialty goods	0.072	0.208	0.028	0.346	0.729
	Unsought goods	0
	Gender	−0.064	0.106	−0.028	−0.607	0.545
	Monthly income	0.074	0.106	0.079	0.693	0.489
R		0.609
R 2		0.371
Adjusted R2		0.348
F		15.61
Sig		0.000

The dependent variable is the social value.