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Table 2 Yellow and Regular Brand T-tests for Brand Potential Index Elements

From: New corporate social responsibility brand evaluation in a developing country: Uzbekistan

   Yellow Brand Regular Brand   
Brand Potential Index Elements Mean SD Mean SD T  
Rational Quality 3.37 .993 3.58 .804 −3.856 ***
Uniqueness 3.65 1.041 3.03 1.114 9.508 ***
Potential Popularity 3.28 .924 3.39 .817 −2.392 **
Emotional Relevance 3.30 1.008 3.37 .954 −1.383  
Trust 3.43 .928 3.46 .832 −.708  
Bonding 3.37 1.011 3.42 .886 −1.223  
Empathy 3.46 .957 3.43 .836 .733  
Action Oriented Recommendation 3.39 1.001 3.44 .856 −.955  
Price Premium 3.18 1.269 2.86 .941 5.325 ***
Purchase Intention 3.64 .928 3.68 .768 −1.163  
  1. **p < .01, ***p < .001