Figure 3
The second correlation heatmap titled Correlation Heatmap of Brand Metrics presents the same matrix structure and values as the previous figure, showing variables brand positivity, brand defence, virtual positive expression, brand zest, brand knowledge, and brand appraisal with identical correlations including 1.00 on the diagonal, 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 minimal correlation of 0.01 between virtual positive expression and brand appraisal, confirming consistency in the displayed relationships.Correlation heatmap, Call of Duty
Source: Authors’ own work