Multilevel analysis results
| Constructs | Baseline model | Cross-level models | |
|---|---|---|---|
| Warmth | Competence | ||
| Level 1 – fixed effects (γ) | |||
| Intercept | 5.14*** (0.56) | 5.15*** (0.54) | 5.07*** (0.47) |
| Controls | |||
| Gender | 0.22 (0.28) | 0.24 (0.29) | 0.26 (0.26) |
| Age | 0.01 (0.02) | 0.01 (0.02) | 0.01 (0.01) |
| Main effects | |||
| Perceived brand globalness | 0.13** (0.05) | 0.08** (0.04) | 0.11 (0.09) |
| Perceived brand localness | 0.33*** (0.10) | 0.36*** (0.09) | 0.30** (0.17) |
| Brand familiarity | 0.26*** (0.07) | 0.25*** (0.07) | 0.25*** (0.07) |
| Level 2 – fixed effects (γ) | |||
| Main effects | |||
| Brand stereotype – warmth | 0.14** (0.06) | ||
| Brand origin stereotype – warmth | 0.10 (0.11) | ||
| Brand buyer/user stereotype – warmth | −0.10** (0.04) | ||
| Brand stereotype – competence | 0.20** (0.09) | ||
| Brand origin stereotype – competence | 0.10*** (0.04) | ||
| Brand buyer/user stereotype – competence | −0.39** (0.19) | ||
| Model information | |||
| Pseudo R2 | 0.15 | 0.29 | 0.28 |
| Deviance (−2 log-likelihood) | 283.39 | 284.83 | 289.29 |
| Baseline model | Cross-level models | ||
|---|---|---|---|
| Competence | |||
| 5.14 | 5.15 | 5.07 | |
| 0.22 (0.28) | 0.24 (0.29) | 0.26 (0.26) | |
| 0.01 (0.02) | 0.01 (0.02) | 0.01 (0.01) | |
| 0.13 | 0.08 | 0.11 (0.09) | |
| 0.33 | 0.36 | 0.30 | |
| 0.26 | 0.25 | 0.25 | |
| 0.14 | |||
| 0.10 (0.11) | |||
| −0.10 | |||
| 0.20 | |||
| 0.10 | |||
| −0.39 | |||
| 0.15 | 0.29 | 0.28 | |
| 283.39 | 284.83 | 289.29 | |
Notes: Brand attitudes are dependent variable; coefficients are unstandardized; N (Level 1) = 84; N (Level 2) = 10; ***p < 0.001 and **p < 0.05; (one-tailed); standard errors are shown in brackets