Figure 3
The horizontal axis labeled “P P C (Image)” ranges from negative 1.00 to 1.50 in increments of 0.50 units. The vertical axis labeled “Western P B E (Image)” ranges from 3.0 to 4.2 in increments of 0.20 units. Three lines and circular markers represent cities, as indicated in the legend: “Beijing” (blue), “Wuhan” (green), and “Harbin” (red). For Beijing, the line increases moderately, following the equation “y equals 3.83 plus 0.27 multiplied by x”. The line rises from (negative 1.10, 3.55) to (1.55, 4.25), with circular markers at (negative 0.90, 3.60) and (1.10, 4.12). For Wuhan, the line increases more steeply, following the equation “y equals 3.52 plus 0.45 multiplied by x”. The line rises from (negative 1.10, 3.00) to (1.55, 4.25), with circular markers at (negative 0.90, 3.12) and (1.10, 4.03). For Harbin, the line shows the steepest increase, following the equation “y equals 3.66 plus 0.46 multiplied by x”. The line rises from (negative 1.10, 3.14) to (1.25, 4.25), with circular markers at (negative 0.90, 3.25) and (1.10, 4.18). Note: All data values are approximated.Simple slope analysis of tier city moderation in the relationship between PPC and PBE of Western brands for the attribute image. Note. N = 1,593; PPC = product purchase criteria; PBE = perceived brand evaluation