Table 1 Cluster centers for brand... | Emerald Publishing

Table 1

Cluster centers for brand activism supporter segments

Segment	Profit Perceivers	Conscientious Conservatives	Progress Patrons	Balanced Believers
Cluster #	1	2	3	4	Total sample
n	94	47	189	135	465
%	20.22	10.11	40.65	29.03
Clustering factor					Sig.
Attitudes and behavioral beliefs
Behavioral beliefs	1.90	1.74	3.59	5.61	<0.001
Attitudes	3.00	2.63	4.35	5.60	<0.001
Firms’ brand activism motivation: Social change	3.74	3.50	4.85	5.62	<0.001
Firms’ brand activism motivation: Profits	6.05	4.33	5.22	5.79	<0.001
Brand activism: Social change	4.27	3.04	5.13	6.30	<0.001
Brand activism: Profits	3.66	2.45	4.59	5.39	<0.001
Support: Social change	3.79	2.80	4.96	6.14	<0.001
Support: Profits	5.07	2.49	4.90	5.76	<0.001
Subjective norms and normative beliefs
Normative beliefs	3.59	3.76	3.77	4.80	<0.001
Subjective norms	4.44	3.11	4.47	5.97	<0.001
Perceived control
Perceived control	5.70	4.63	5.53	6.24	<0.001

Segment	Profit Perceivers	Conscientious Conservatives	Progress Patrons	Balanced Believers
Cluster #	1	2	3	4	Total sample
n	94	47	189	135	465
%	20.22	10.11	40.65	29.03
Clustering factor					Sig.
Attitudes and behavioral beliefs
Behavioral beliefs	1.90	1.74	3.59	5.61	<0.001
Attitudes	3.00	2.63	4.35	5.60	<0.001
Firms’ brand activism motivation: Social change	3.74	3.50	4.85	5.62	<0.001
Firms’ brand activism motivation: Profits	6.05	4.33	5.22	5.79	<0.001
Brand activism: Social change	4.27	3.04	5.13	6.30	<0.001
Brand activism: Profits	3.66	2.45	4.59	5.39	<0.001
Support: Social change	3.79	2.80	4.96	6.14	<0.001
Support: Profits	5.07	2.49	4.90	5.76	<0.001
Subjective norms and normative beliefs
Normative beliefs	3.59	3.76	3.77	4.80	<0.001
Subjective norms	4.44	3.11	4.47	5.97	<0.001
Perceived control
Perceived control	5.70	4.63	5.53	6.24	<0.001

Source(s): Authors’ own work