Regression analyses Model constructs per brand modality Likeability, Affect, Brand knowledge, Brand...

1

Regression analyses• Model constructs per brand & modality

• Likeability, Affect, Brand knowledge, Brand attitude, Recognition Brand Modality Cases N Value Label Danish Crown Audio

A/V Visual

0001 – 0146 0147 – 0299 0300 - 0466

146 153 167

1 2 3

DC_A DC-AV DC_V

Danske Spil Audio A/V Visual

0467 – 0639 0640 – 0821 0822 – 0983

173 182 162

4 5 6

DS_A DS_AV DS_V

Femina Audio A/V Visual

0984 – 1145 1146 – 1318 1319 - 1501

162 173 183

7 8 9

FE_A FE_AV FE_V

Mental Workout Audio A/V Visual

1501 – 1668 1669 – 1814 1815 – 1967

167 146 153

10 11 12

MW_A MW_AV MW_V

Oddset Audio A/V Visual

1968 – 2120 2121 – 2287 2288 – 2433

153 167 143

13 14 15

OD_A OD_AV OD_V

Q8 Audio A/V Visual

2434 – 2614 2615 – 2776 2777 - 2949

181 162 173

16 17 18

Q8_A Q8_AV Q8_V

2

DC Audio Regression

3

DC Audio Visual / regression

4

DC Visual / regression

5

DS Audio / regression

6

DS Audio Visual / regression

7

DS Visual / regression

8

FE Audio / Regression

9

FE Audio Visual / Regression

10

FE Visual / Regression

11

MW Audio / Regression

12

MW Audio Visual / Regression

13

MW Visual / Regression

14

OD Audio / Regression

15

OD Audio Visual / Regression

16

OD Visual / Regression

17

Q8 Audio / Regression

18

Q8 Audio Visual / Regression

19

Q8 Visual / Regression