MM

PGP/19/

FACTOR AND REGRESSION ANALYSIS

KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy.
Bartlett's Test of
Approx. Chi-Square
Sphericity
df
Sig.

.931
5334.374
91
0.000

Greater than 0.6 imply

high correlation among
variables

Data is adequate for

factor analysis

Communalities of all variables is greater than

0.5 which suggests that all variables contribute
significant part to the two factors

Antiimage
Correlatio
n

The ad grabs my attention

Ad is easy to recall and remember
I can relate to this ad
Ad is realistic or believable
Ad is understandable
Ad is interesting
Ad provides relevant information
Ad is visually appealing
Ad has a good auditory appeal
I can watch the ad multiple times
The ad had a lasting impression or made
me think about it even when it ended
The ad was able to describe the product
well
The ad was able to make me see it till the
end

Model Summary

Model
Product Awareness
Product/ Brand
Impression

0.882
0.883
0.92
0.886
0.944
0.953
0.93
0.928
0.953
0.946
0.944
0.933
0.954
0.966

Adjusted R Std. Error of

R Square Square
the Estimate

.717a

.513

.511

.787

.769a

.591

.590

.682

%age dependent variable

explained

Originality: The ad was novel

Since all the variables is greater than

0.5, we can conclude that there is
high correlation among these
variables

Independent Variables

Dependent Variables

Ad is visually appealing
Ad is easy to recall and remember

The ad was able to make me see it till the

end
Ad is interesting
I can watch the ad multiple times
Ad has a good auditory appeal

AFFECTIVE

The ad grabs my attention

Beta
Coef
0.49
5

F-values for both the

regression tests is
significant!
0.56
4

The ad had a lasting impression or made me

think about it even when it ended

Ad is realistic or believable
I can relate to this ad
Ad is understandable
The ad was able to describe the product well
3

COGNITIVE

Originality: The ad was novel

Ad provides relevant information

This ad made me more

aware about the product

0.63
8
0.59
4

This ad created a positive

impression on me about
the product

This ad made me more

aware about the product

This ad created a positive

impression on me about
the product

All regressed variable

were significant
Affective factor has a
strong impact on
product/ brand
perception
Both Cognitive and
Affective factor
impact on product