Table 8 Descriptive statistics and...

Table 8

Descriptive statistics and psychometric information for Level 1 and Level 2 constructs

#	Construct	Mean (SD)	α	Min	Max	Correlations
#	Construct	Mean (SD)	α	Min	Max	1	2	3	4	5	6
Level 1 (n = 84)
1>	Perceived brand globalness – PBG	4.92 (1.73)	0.80	1.00	7.00	1.00
2	Perceived brand localness – PBL	4.02 (1.66)	0.71	1.00	7.00	−0.51***	1.00
3	Brand familiarity	5.37 (1.39)	–	1.00	7.00	0.07	0.26**	1.00
4	Brand attitude	5.33 (1.35)	0.87	1.00	7.00	−0.03	0.36***	0.42***	1.00
5	Gender	0.45 (0.50)	–	0.00	1.00	0.02	0.05	−0.04	0.08	1.00
6	Age	34.94 (13.40)	–	21.00	83.00	−0.09	0.09	0.22**	0.09	0.07	1.00
Level 2 (n = 10)
Level 2 (n = 10)						8	9	10	11	12	13
8	Brand origin stereotype – warmth	0.30 (0.67)	–	0	2	1.00
9	Brand origin stereotype – competence	2.00 (3.09)	–	0	10	−0.05	1.00
10	Brand stereotype – warmth	1.80 (1.73)	–	0	6	−0.46	−0.35	1.00
11	Brand stereotype – competence	7.60 (1.26)	–	5	10	0.16	0.17	−0.72**	1.00
12	Brand buyer/user stereotype – warmth	3.10 (2.33)	–	0	8	−0.37	−0.32	0.25	−0.44	1.00
13	Brand buyer/user stereotype – competence	1.30 (1.06)	–	0	3	0.02	0.68**	−0.40	0.35	−0.60*	1.00

#	Construct	Mean (SD)	α	Min	Max	Correlations
#	Construct	Mean (SD)	α	Min	Max	1	2	3	4	5	6
Level 1 (n = 84)
1>	Perceived brand globalness – PBG	4.92 (1.73)	0.80	1.00	7.00	1.00
2	Perceived brand localness – PBL	4.02 (1.66)	0.71	1.00	7.00	−0.51***	1.00
3	Brand familiarity	5.37 (1.39)	–	1.00	7.00	0.07	0.26**	1.00
4	Brand attitude	5.33 (1.35)	0.87	1.00	7.00	−0.03	0.36***	0.42***	1.00
5	Gender	0.45 (0.50)	–	0.00	1.00	0.02	0.05	−0.04	0.08	1.00
6	Age	34.94 (13.40)	–	21.00	83.00	−0.09	0.09	0.22**	0.09	0.07	1.00
Level 2 (n = 10)
Level 2 (n = 10)						8	9	10	11	12	13
8	Brand origin stereotype – warmth	0.30 (0.67)	–	0	2	1.00
9	Brand origin stereotype – competence	2.00 (3.09)	–	0	10	−0.05	1.00
10	Brand stereotype – warmth	1.80 (1.73)	–	0	6	−0.46	−0.35	1.00
11	Brand stereotype – competence	7.60 (1.26)	–	5	10	0.16	0.17	−0.72**	1.00
12	Brand buyer/user stereotype – warmth	3.10 (2.33)	–	0	8	−0.37	−0.32	0.25	−0.44	1.00
13	Brand buyer/user stereotype – competence	1.30 (1.06)	–	0	3	0.02	0.68**	−0.40	0.35	−0.60*	1.00

Note(s):

α = Cronbach’s alpha; ***p < 0.001, **p < 0.05 and *p < 0.1; two-tailed significance test; Level 2 constructs coding addressed the presence/absence of the stereotype dimension in an ad, and since 10 ads of each brand were evaluated, the relevant range is from 0 to 10

Source(s): Authors’ own work

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