Table 1 Exploratory factor analyses of... | Emerald Publishing

Table 1

Exploratory factor analyses of brand personality items

	Brand sincerity	Brand excitement	Brand trustworthiness	% variance explained	Cumulative % Variance explained
BS1	0.595			28.582	28.582
BS3	0.648
BS2	0.765
BS4	0.667
BE1		0.596		20.336	48.918
BE2		0.631
BE3		0.754
BE4		0.640
BE5		0.529
BT1			0.546	18.854	67.772
BT2			0.773
BT3			0.774
BT4			0.649

	Brand sincerity	Brand excitement	Brand trustworthiness	% variance explained	Cumulative% Variance explained
BS1	0.595			28.582	28.582
BS3	0.648
BS2	0.765
BS4	0.667
BE1		0.596		20.336	48.918
BE2		0.631
BE3		0.754
BE4		0.640
BE5		0.529
BT1			0.546	18.854	67.772
BT2			0.773
BT3			0.774
BT4			0.649

Source(s): Generated by authors