Table I
Results of first pre-test
Manipulations
Brand play
Brand attack
Significance
Adidas play
3.41
2.39
p
= 0.00
Adidas attack
1.62
3.21
p
= 0.00
Levi’s play
4.16
1.36
p
= 0.00
Levi’s attack
1.41
3.74
p
= 0.00
Nike play
3.93
1.50
p
= 0.00
Nike attack
1.64
3.00
p
= 0.00
Burger King play
3.18
2.41
p
= 0.04
Burger King attack
1.46
2.93
p
= 0.00
Manipulations
Brand play
Brand attack
Significance
Adidas play
3.41
2.39
p
= 0.00
Adidas attack
1.62
3.21
p
= 0.00
Levi’s play
4.16
1.36
p
= 0.00
Levi’s attack
1.41
3.74
p
= 0.00
Nike play
3.93
1.50
p
= 0.00
Nike attack
1.64
3.00
p
= 0.00
Burger King play
3.18
2.41
p
= 0.04
Burger King attack
1.46
2.93
p
= 0.00
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