Skip to main content

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  
  1. Dependent variables: aIntention to purchase Yellow Brand, bIntention to purchase Regular Brand
  2. **p < .01, ***p < .001