Exploratory factor analysis
| Factors | Scale data | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Dimension | Items | 1 | 2 | 3 | 4 | 5 | 6 | Mean | SD | Cronbach’s a | |
| Overall Brand Value | I like the brand SdFa | BV1 | 0.639 | 3.31 | 0.91 | 0.91 | |||||
| I am in favour of the brand SdF | BV2 | 0.811 | |||||||||
| I appreciate the brand SdF | BV3 | 0.643 | |||||||||
| I would buy the brand SdF rather than another brand if products are similar | BV4 | 0.828 | |||||||||
| If I find a brand equally good as the brand SdF, I still prefer buying SdF | BV5 | 0.864 | |||||||||
| If I have to make a choice between the brand SdF and another brand of the same nature, I take SdF | BV6 | 0.804 | |||||||||
| Between a product of the brand SdF and an equal product, I prefer to buy the product of SdF | BV7 | 0.552 | |||||||||
| Product Quality | Guarantees the quality of the branded products | PQ1 | 0.593 | 3.83 | 0.75 | 0.84 | |||||
| Expresses the typicality of regional products | PQ2 | 0.717 | |||||||||
| Can be used for different products and services of the region | PQ3 | 0.728 | |||||||||
| Quality of life | Stands for the people’s friendliness in the region | QL1 | 0.760 | 3.06 | 0.84 | 0.85 | |||||
| Stands for the quality of life in the region | QL2 | 0.818 | |||||||||
| Expresses the specific way of life of the region | QL3 | 0.793 | |||||||||
| Identity | Gives you a feeling of belonging to the region | ID1 | 0.650 | 3.53 | 0.78 | 0.73 | |||||
| Makes you feel closer to the region | ID2 | 0.669 | |||||||||
| Contributes to protecting the nature of the region | ID3 | 0.663 | |||||||||
| Attractiveness | Attracts tourists | AT1 | 0.606 | 3.22 | 0.85 | 0.81 | |||||
| Attracts foreign direct investors | AT2 | 0.729 | |||||||||
| Creates added value for the region | AT3 | 0.764 | |||||||||
| Development | Helps farmers/enterprises to enter markets | DV1 | 0.784 | 3.47 | 0.87 | 0.85 | |||||
| Contributes to maintain or create local employment | DV2 | 0.814 | |||||||||
| Varianceb | 41.32% | 10.40% | 6.14% | 5.20% | 4.80% | 4.15% | |||||
| Factors | Scale data | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Dimension | Items | 1 | 2 | 3 | 4 | 5 | 6 | Mean | SD | Cronbach’s a | |
| I like the brand | BV1 | 0.639 | 3.31 | 0.91 | 0.91 | ||||||
| I am in favour of the brand | BV2 | 0.811 | |||||||||
| I appreciate the brand | BV3 | 0.643 | |||||||||
| I would buy the brand | BV4 | 0.828 | |||||||||
| If I find a brand equally good as the brand | BV5 | 0.864 | |||||||||
| If I have to make a choice between the brand | BV6 | 0.804 | |||||||||
| Between a product of the brand | BV7 | 0.552 | |||||||||
| Guarantees the quality of the branded products | PQ1 | 0.593 | 3.83 | 0.75 | 0.84 | ||||||
| Expresses the typicality of regional products | PQ2 | 0.717 | |||||||||
| Can be used for different products and services of the region | PQ3 | 0.728 | |||||||||
| Stands for the people’s friendliness in the region | QL1 | 0.760 | 3.06 | 0.84 | 0.85 | ||||||
| Stands for the quality of life in the region | QL2 | 0.818 | |||||||||
| Expresses the specific way of life of the region | QL3 | 0.793 | |||||||||
| Gives you a feeling of belonging to the region | ID1 | 0.650 | 3.53 | 0.78 | 0.73 | ||||||
| Makes you feel closer to the region | ID2 | 0.669 | |||||||||
| Contributes to protecting the nature of the region | ID3 | 0.663 | |||||||||
| Attracts tourists | AT1 | 0.606 | 3.22 | 0.85 | 0.81 | ||||||
| Attracts foreign direct investors | AT2 | 0.729 | |||||||||
| Creates added value for the region | AT3 | 0.764 | |||||||||
| Helps farmers/enterprises to enter markets | DV1 | 0.784 | 3.47 | 0.87 | 0.85 | ||||||
| Contributes to maintain or create local employment | DV2 | 0.814 | |||||||||
| 41.32% | 10.40% | 6.14% | 5.20% | 4.80% | 4.15% | ||||||
Notes:
a“SdF”: the regional brand, Sud de France;
bTotal variance explained: 72%
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