Osama Abbas

13u00253
BBA-IV (G)

Analysis

Running AMOS software on the SPSS file, covariance relationships were drawn, with estimates. There
were paths made to check if there is a relationship existing between the response data variables and their
items. Upon executing a possible fit in which all the variables were selected, there was a confirmation that
the model was fit to be analysed upon.

Number of variables in your model: 41

Number of observed variables: 18
Number of unobserved variables: 23
Number of exogenous variables: 23
Number of endogenous variables: 18

Upon opening the data files, I got to learn that a minimum was achieved, with a Chi-square of value
233.263, Degrees of freedom as 125 and Probability level of .000. Ensuring that there werent
major discrepancies in the data.

For the model fit analysis a few tests are noteworthy, CMIN, Baseline Comparisons, RMSEA for
assessing the accuracy and validity.

CMIN
Model NPAR CMIN DF P CMIN/DF

Default model 64 233.263 125 .000 1.866

Saturated model 189 .000 0

Independence model 18 1951.134 171 .000 11.410

In AMOS, the chi-square value is called CMIN. This especially checks the discrepancies among
the data.
 Osama Abbas
13u00253
BBA-IV (G)
Baseline Comparisons
NFI RFI IFI TLI
Model CFI
Delta1 rho1 Delta2 rho2

Default model .880 .836 .941 .917 .939

Saturated model 1.000 1.000 1.000

Independence model .000 .000 .000 .000 .000

Baseline tests are divided in to three models :Default, Saturated, Independence. The default model was
used for runing tests, wheras the saturated was used to see the best fit in accordance to the variances.
Baseline comparisons runs variances on exogenous variables. .Baseline values closer to 1, so its going to
be acceptable.

RMSEA
Model RMSEA LO 90 HI 90 PCLOSE

Default model .075 .060 .089 .005

Independence model .258 .248 .269 .000

The RMSEA is widely used in Structural Equation Modeling to provide a mechanism for adjusting for
sample size where chi-square statistics are used. For which the values were 0.75, The RMSEA ranges from
0 to 1, with smaller values indicating better model fit. A value of .06 or less is indicative of acceptable model
fit.
 Osama Abbas
13u00253
BBA-IV (G)
BA
PA actualself PO PC
0.866
0.775 0.808
0.466 0.611 0.779
0.522 0.510 0.401 0.701
0.820 0.627 0.391 0.221

VALIDITY CONCERNS:
Convergent Validity: My construct validity lies in MSV and ASV as they both are less then the values of AVE. And
most importantly all of the data lies in Cronbach Reliability Test lies equal and above the 0.7 value .

Cronbach
Constructs Items Factor Loadings Reliability Test CR AVE MSV ASV
Actual Self AS1 0.791 0.789 0.79 0.653 0.601 0.407
AS2 0.825
Brand Attachment BA1 0.815 0.919 0.921 0.702 0.672 0.317
BA2 0.884
BA3 0.851
BA4 0.887
BA5 0.744
Public Self Consciousness PS1 0.731 0.792 0.794 0.492 0.272 0.186
PS2 0.652
PS3 0.716
PS4 0.703
Product Attachment PA1 0.859 0.9 0.9 0.75 0.672 0.441
PA2 0.898
PA3 0.84
Purchasing Original PO1 0.68 0.853 0.86 0.607 0.373 0.226
PO2 0.825
PO3 0.854
PO4 0.746
 Osama Abbas
13u00253
BBA-IV (G)

Cronbach Reliability Test

Actual Self

Reliability Statistics

Cronbach's Alpha N of Items

.789 2

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

AS1 4.0000 3.038 .652 .

AS2 4.4204 2.899 .652 .

Brand Attachment

Reliability Statistics

Cronbach's Alpha N of Items

.919 5

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

BA1 15.6538 38.383 .780 .903

BA2 15.8910 36.575 .832 .892
BA3 15.8141 38.320 .801 .899
BA4 15.8333 37.495 .849 .890
BA5 15.9103 38.650 .701 .920

Public Self-consciousness
 Osama Abbas
13u00253
BBA-IV (G)
Reliability Statistics

Cronbach's Alpha N of Items

.792 4

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

PC1 14.8599 18.262 .616 .734

PC2 15.2484 19.021 .567 .757
PC3 15.4076 16.269 .612 .739
PC4 15.0573 18.234 .621 .731

Product Attachment

Reliability Statistics

Cronbach's Alpha N of Items

.900 3

Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted
PA1 7.9236 11.315 .801 .857
PA2 8.0510 11.036 .823 .838
PA3 8.1274 11.522 .780 .875

Purchasing Original

Reliability Statistics

Cronbach's Alpha N of Items

.853 4
 Osama Abbas
13u00253
BBA-IV (G)
Item-Total Statistics

Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha

Item Deleted Item Deleted Total Correlation if Item Deleted

PO1 15.2611 18.656 .602 .853

PO2 15.0255 18.089 .754 .789
PO3 15.2675 17.890 .759 .786
PO4 14.9427 18.106 .674 .822