Figure 2
The correlation heatmap titled Correlation Heatmap of Brand Metrics displays a matrix of values ranging from 0 to 1 across variables including brand positivity, brand defence, virtual positive expression, brand zest, brand knowledge, and brand appraisal, where diagonal values are 1.00 and off diagonal values include 0.38 between brand positivity and brand defence, 0.62 between brand positivity and brand zest, 0.50 between virtual positive expression and brand zest, 0.46 between brand defence and brand appraisal, 0.31 between brand knowledge and brand appraisal, and lower values such as 0.01 between virtual positive expression and brand appraisal, indicating varying degrees of correlation among brand related metrics.Correlation heatmap, Battlefield
Source: Authors’ own work