Table 1 Yellow and Regular Brand BPI Attributes Regressed on Purchase Intention
From: New corporate social responsibility brand evaluation in a developing country: Uzbekistan
Yellow Branda | Regular Brandb | ||||||
|---|---|---|---|---|---|---|---|
R2 = .634*** | R2 = .494*** | ||||||
Brand Potential Index Elements | Β | t | Β | t | |||
Rational | Quality | .031 | .923 | .025 | .582 | ||
Uniqueness | .186 | 4.873 | *** | .016 | .336 | ||
Popularity | .138 | 2.910 | ** | .088 | 1.732 | ||
Emotional | Relevance | .068 | 1.614 | .027 | .565 | ||
Trust | −.108 | −2.167 | ** | .266 | 5.030 | *** | |
Bonding | .072 | 1.833 | .070 | 1.447 | |||
Empathy | .169 | 3.847 | *** | .064 | 1.074 | ||
Action Oriented | Recommendation | .453 | 9.927 | *** | .367 | 6.677 | *** |
Premium Pricing | −.001 | −.029 | −.042 | −.860 | |||