APPENDIX 1:

QUESTIONNAIRE
Dear Respondent,

I am Virendra Chavda, currently pursuing my Ph D in Management. This is a research study

concerned with the opinion on “A study of celebrity endorsement and its effect on buying
behavior of college students in Gujarat”. You will be asked to read the questionnaire and
then give your views. In all, I expect your participation to give answers.

The result of this study will contribute to our knowledge but will probably have limited
benefit to you as a participant. All of your responses will be held confidential. In all
probability, there will be publications about the results of the study, but they will not contain
identifying material. All information provided will be kept strictly confidential and used
exclusively for the purpose of this research.

If you have any questions concerning this research study, I will please to answer any
question you may have now.

Your participation is completely voluntary. You may stop participating at any time prior to
the completion of questionnaire.

Q:1 How much time do you spent daily towards the following Medias? (Tick √ for
following options)
Media Less than 30 Minutes 31 Minutes to 1 hour More than 1 hour
Television
Magazines
Internet
Radio
Newspapers

Q : 2 Are you aware about celebrities promoting products in advertisements?

Yes No

Page 1
Q:3 How many times do you watch advertisements on following media?
Media Often Occasionally Rarely Never
Television
Magazines

Internet

Radio

Newspapers

Q:4 What attracts you more?

Celebrity endorsed advertisement
Non Celebrity endorsement advertisements

Q:5 Which of the following medium do you think is more likely to convey Celebrity
endorsement advertisements?

TV advertisements Magazines Internet

Radio Newspapers

Q:6 Have you been influenced or felt influenced by a celebrity in connection with a
certain product?
Yes No

Q:7 If yes, please indicate which type of celebrity has influenced your purchasing
decision? (Tick √ for following options)
Actors or Actresses from movies

Cricketers
Others (Please Mention)
Q:8 According to you, what are the reasons for increasing usage/use of celebrity in
advertisement (Please Rank the following 1-5)
Sr. No Options Rank
a. Because of popularity & status of celebrity
b. People attracted towards celebrity
c. Creates a good image/impression on minds of consumers
d. Due to increase in competition
Celebrity endorsement creates or leads to huge sales of
f.
product/services

Q:9 Please answer the following: (Tick √ for following options)

Product Information Enhancement through celebrity endorsement:

Strongly Strongly
Agree Neutral Disagree
Agree Disagree
Celebrity endorsed advertisements
create faster awareness about the
product.
Celebrity endorsed advertisement
captures the consumer’s attention
easily.
Celebrity endorsed advertisement
creates a long lasting impact in the
consumer’s mind.
Words of endorsement about a product
from a favourite celebrity is accepted as
a testimonial by the consumers
Consumers have a better brand
recognized at the point of purchase
when celebrities are present in the
advertisements.
Consumers have a better brand recall at
the point of purchase when celebrities
are present in the advertisements.
Celebrities convince that that price of
endorsed product is in your comfort
zone
Celebrity endorsed products promise
better features
Celebrity endorsed products promise
better quality
Celebrity endorsed products promise
better performance
Celebrity endorsed products edge over
the competing brand of product
Celebrity endorsed products make me
esteem or superior in my group.
Due to my favorite celebrity, I always
pay more for products even though I
could buy them cheaper elsewhere.
As a consumer, do you consider following attributes that can influence your purchase
decision
Celebrity attributes and Buying Strongly Strongly
Agree Neutral Disagree
behaviour Agree Disagree
Attractiveness:
I buy the product because the celebrities
are attractive
I buy the product e because the
celebrity endorsed product creates a
class
I buy the product or service because the
celebrity endorsed products are
beautiful
I buy the product or service because the
celebrity endorsed products are elegant
I buy the product because the celebrities
look sexy
Trustworthiness:
I can depend on celebrity because the
product endorsed by celebrity is good.
I trust & buy the product because the
celebrity is honest about the message
he/she is giving
The message given by the celebrity is
reliable so I can count on it.
The celebrity is sincere about the
endorsed product
I can trust on the celebrity regarding the
product
Expertise:
I buy the product because the celebrity
has enough expertise of the product
he/she endorsed
I buy the product because the celebrity
has enough experience to endorse the
product
I buy the product because the celebrity
has enough knowledge of the product
he/she endorsed.
I buy the product because the celebrity
has enough qualification to endorse the
product
I buy the product because the celebrity
has enough skilled of the product he/she
endorsed.
Meaningfulness:
I buy the product or service because the
celebrity endorsed product gives me
reputation & creates my personality.
I buy the product or service because the
celebrity endorsed products shows
achievement
I buy the product or service because the
celebrity gives some meaning to the
product.
Likeability:
I buy the product because I like the
endorsed celebrity
I buy the product because the endorsed
celebrity is familiar to me.
I buy the product because the celebrity
fits with my own culture (similarity)
Strongly Strongly
Agree Neutral Disagree
Agree Disagree
I‘m likely to purchase products or
services that have been endorsed by
celebrities.
I do purchase products and services
endorsed by celebrities.
In overall, I‘m happy with purchasing
products or services advertised by
celebrities.
Influence of Celebrity Endorsed Product on Behaviour Intentions………..
The opinions of my favourite celebrity Strongly Strongly
Agree Neutral Disagree
influence me to……….. Agree Disagree
Say positive things about products or
brands to other people
Take some of my purchases to other
businesses that offer better prices
Switch to a competitor if I experience a
problem with a company’s service
Complain to other customers if I
experience a problem with a company’s
service
Complain to external agencies, if I
experience problems with a company's
service
Continue to do business with a certain
company even if it increases its prices
Buy fewer products from certain
companies
Recommend products or brands to
someone who seeks my advice
Encourage friends or relatives to buy
certain products or brands.
Complain to a company’s employees if
I see a problem with that company’s
service
Pay more for products at one business
even though I could buy them cheaper
elsewhere
Buy certain brands.
Strongly Strongly
Please answer Following: Agree Neutral Disagree
Agree Disagree
I buy only those products in which there
is match between celebrity and
endorsed product
If a same product or band is endorsed
by different forms of celebrity e.g.
Pepsi by Dhoni, Sharukh Khan etc, its
effectiveness increases
I never purchase those products in
which celebrity overshadowed the
products/Brand
I never purchase the product endorsed
by those celebrities which are from
another regions
I stop purchasing the product whenever
the negative things or publicity about a
celebrity endorser comes (For example
Salman Khan is facing trial in 3 cases
for killing black bucks and chinkaras
and illegal possession of arms)
Q : 10 Please rate these factors according to their importance and effectiveness in order to
influence your purchase decision: (1 being the lowest and 5 being the highest).

1 2 3 4 5
Expertise

Attractiveness
Trustworthiness

Likeability

Match up
Negative Publicity

Over Shadowing Effect

Another Region Celebrity

PART II
 In following pages, celebrities with certain products are there.
 Please answer the following questions: regarding your attitude and
opinion regarding the advertisement you are about to see.
 Please read all the information in this questionnaire. After reading each item
carefully, answer the question by circling the number you believe suits you
best.
 ADVERTISEMENT 1
Kindly see the following advertisements and then answer the questions mentioned below the
advertisement
I. On A Scale Of 1 To 7, Please Circle The Number That Best Reflects Your
Feelings Towards The Celebrity.
Do you think Celebrity in this advertisement is Exper Not an
1 2 3 4 5 6 7
expert for this brand to endorse? t Expert

II. Product/Brand Congruency

On a scale of 1 to 7, please circle the number that best reflects your feelings towards the
following questions pertaining to the CONGRUENCY BETWEEN THE CELEBRITY AND
THE BRAND.

1. How familiar are you with the celebrity who appeared in the ad?
Familiar 1 2 3 4 5 6 7 Unfamiliar

2. How similar is the image of the celebrity with the brand they are endorsing?
Similar 1 2 3 4 5 6 7 Dissimilar

3. Do you think this brand is a good fit for this celebrity to endorse?
Agree 1 2 3 4 5 6 7 Disagree

4. How believable is this celebrity endorsing this brand?

Believable 1 2 3 4 5 6 7 Unbelievable

5. Do you believe this celebrity would ever use this product?

Believable 1 2 3 4 5 6 7 Unbelievable

III. Purchase Intentions

On a scale of 1 to 7, with 1 being "very unlikely" and 7 being "very likely", circle the
number that best reflects your feelings towards the following questions pertaining to your
INTENT TO PURCHASE THIS PRODUCT.

1. How likely are you to try this product on if seen in a store?

Very likely 1 2 3 4 5 6 7 Very Unlikely

2. How likely are you to actively seek out this product in a store?
Very likely 1 2 3 4 5 6 7 Very Unlikely

3. How likely are you to talk with friends about this type of product?
Very likely 1 2 3 4 5 6 7 Very Unlikely
4. How likely are you to purchase this product?
Will definitely 1 2 3 4 5 6 7 Will definitely
Purchase Not Purchase

ADVERTISEMENT 2
Kindly see the following advertisements and then answer the questions mentioned below the
advertisement.
I. On a scale of 1 to 7, please circle the number that best reflects your
feelings towards the celebrity.
Do you think Celebrity in this advertisement Not an
Expert 1 2 3 4 5 6 7
is expert for this brand to endorse? Expert

II. Product/Brand Congruency

On a scale of 1 to 7, please circle the number that best reflects your feelings towards the
following questions pertaining to the CONGRUENCY BETWEEN THE CELEBRITY AND
THE BRAND.

1. How familiar are you with the celebrity who appeared in the ad?
Familiar 1 2 3 4 5 6 7 Unfamiliar

2. How similar is the image of the celebrity with the brand they are endorsing?
Similar 1 2 3 4 5 6 7 Dissimilar

3. Do you think this brand is a good fit for this celebrity to endorse?
Agree 1 2 3 4 5 6 7 Disagree

4. How believable is this celebrity endorsing this brand?

Believable 1 2 3 4 5 6 7 Unbelievable

5. Do you believe this celebrity would ever use this product?

Believable 1 2 3 4 5 6 7 Unbelievable

III. Purchase Intentions

On a scale of 1 to 7, with 1 being "very unlikely" and 7 being "very likely", circle the
number that best reflects your feelings towards the following questions pertaining to your
INTENT TO PURCHASE THIS PRODUCT.

1. How likely are you to try this product on if seen in a store?

Very likely 1 2 3 4 5 6 7 Very Unlikely

2. How likely are you to actively seek out this product in a store?
Very likely 1 2 3 4 5 6 7 Very Unlikely

3. How likely are you to talk with friends about this type of product?
Very likely 1 2 3 4 5 6 7 Very Unlikely
4. How likely are you to purchase this product?
Will definitely 1 2 3 4 5 6 7 Will definitely
Purchase Not Purchase

DEMOGRAPHIC INFORMATION

Name: _____ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _

Region: Ahmedabad Baroda Mehsana Surat Rajkot

Gender: Male Female

Age: 18 – 20 21 – 23 24 – 26

Education Qualification: Graduate Post Graduate

 APPENDIX 2:

ONE SAMPLE T TEST OUTPUT

H1.1: Celebrity endorsement creates high awareness about the product.

Table: One-Sample Statistics

Std.
N Mean Std. Error Mean
Deviation
Create Awareness about product 977 3.8884 .98599 .03154

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference
Lower Upper
Create Awareness
28.164 976 .000 .88843 .8265 .9503
about product

H1.2: Celebrity endorsement captures the consumers’ attention easily.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Grab Attention 977 3.8833 .94017 .03008

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference Lower Upper
Grab Attention 29.367 976 .000 .88332 .8243 .9423
H1.3: Celebrity endorsements create a long lasting impact of product or company in the
mind of consumer.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Create Long lasting Impact 977 3.8127 1.01864 .03259

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference
Lower Upper
Create Long
24.937 976 .000 .81269 .7487 .8766
lasting Impact

H1.4: Celebrity endorsement products are accepted as testimonial.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Testimonial 977 3.4729 1.06525 .03408

Table: One-Sample Test

Test Value = 3

Sig. 95% Confidence Interval of the

Mean Difference
t df (2-
Difference Lower Upper
tailed)
Testimonial 13.875 976 .000 .47288 .4060 .5398

H1.5: Celebrity endorsements help to recognize the product more promptly at the time
of purchase.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Brand Recognise 977 3.8647 1.743 .03863

Page 210
 Table: One-Sample Test

Test Value = 3

Sig. 95% Confidence Interval

Mean of the Difference
t df (2-
Difference
tailed) Lower Upper

Brand Recognise 15.526 976 .000 .654 .6072 .7501

H1.6: Celebrity endorsements help to recall the product more promptly at the time of
purchase.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Brand Recall 977 3.6847 1.20743 .03863

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference Lower Upper
Brand Recognise
17.726 976 .000 .68475 .6089 .7606
& Recall

H1.7: Celebrity convinces that price of endorsed product is in your comfort zone.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Convincing factor of the
977 3.3193 1.17886 .03772
price comfort zone

Page 211
 Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference
Lower Upper
Convincing factor
of the price 8.467 976 .000 .31934 .2453 .3934
comfort zone

H1.8: Celebrity endorsed products promise better features.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Promise better features 977 3.2897 1.15634 .03699

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference
Lower Upper
Promise better features 7.75 976 .000 .28966 .223 .359

H1.9: Celebrity endorsed products promise better quality.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Promise better quality 977 3.2 1.1232 .0359

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference
Lower Upper
Promise better quality 7.12 976 .000 .278 .207 .353
H1.10: Celebrity endorsed products promise better performance.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Promise better performance 977 3.233 1.3221 .0349

Table: One-Sample Test

Test Value = 3
95% Confidence Interval
Sig. (2- Mean of the Difference
t df
tailed) Difference Lower Upper
Promise better
7.83 976 .000 .278 .211 .3532
performance

H1.11: Celebrity endorsed products give edge over the competing brand.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Edge over competing brand 977 3.1679 1.15963 .03710

Table: One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Sig. (2- Mean
t df Difference
tailed) Difference
Lower Upper
Edge over
4.525 976 .000 .16786 .0951 .2407
competing brand

H1.12: Celebrity endorsed products help you to become esteem in your group.

Table: One-Sample Statistics

N Mean Std. Deviation Std. Error Mean
Esteem or Superior between
977 3.1607 1.29460 .04142
friends
 Table: One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Sig. (2- Mean
t df Difference
tailed) Difference
Lower Upper
Esteem or Superior
3.880 976 .000 .16070 .0794 .2420
between friends
 APPENDIX 3:

EXPLORATORY FACTOR ANALYSIS OUTPUT OF CELEBRITY ATTRIBUTES

Correlation Matrix

Anti-Image Matrices
 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .882

Approx. Chi-Square 9681.000

Bartlett's Test of Sphericity df 171

Sig. .000

Communalities
Initial Extraction
Attractive .572 .645
Classy .617 .589
Beautiful .533 .570
Elegant .458 .445
Sexy .357 .342
Honest .697 .669
Reliable .680 .695
Sincere .636 .685
Trustworthy .529 .543
Expert .590 .614
Experienced .520 .520
Knowledgeab
.613 .616
le
Qualified .594 .592
Skilled .536 .486
Reputation .556 .613
Meaning .431 .395
Likeable .352 .459
Familiar .419 .573
Similar .423 .598
Extraction Method: Principal Axis Factoring.
 Total Variance Explained
Extraction Sums of Rotation Sums of Squared
Initial Eigenvalues
Squared Loadings Loadings
% of % of % of
Cumulat Cumulat Cumulati
Factor Total Varianc Total Varianc Total Varian
ive % ive % ve %
e e ce
1 7.229 38.046 38.046 6.809 35.835 35.835 3.905 20.553 20.553
2 2.198 11.569 49.615 1.749 9.207 45.042 2.586 13.612 34.166
3 1.718 9.040 58.655 1.283 6.752 51.793 2.515 13.237 47.403
4 1.223 6.436 65.091 .809 4.258 56.051 1.643 8.649 56.051
5 .814 4.284 69.375
6 .681 3.582 72.957
7 .646 3.399 76.356
8 .562 2.959 79.315
9 .516 2.716 82.031
10 .494 2.602 84.634
11 .457 2.405 87.039
12 .434 2.285 89.324
13 .378 1.988 91.312
14 .350 1.843 93.155
15 .336 1.770 94.925
16 .315 1.658 96.583
17 .254 1.339 97.921
18 .232 1.223 99.145
19 .162 .855 100.000
Extraction Method: Principal Axis Factoring.
 Factor Matrixa
Factor
1 2 3 4
Knowledgeable .758
Honest .744
Qualified .735
Reliable .721
Sincere .717
Expert .704
Reputation .698
Experienced .683
Skilled .679
Trustworthy .667
Beautiful .589
Meaning .585
Attractive .572 -.477
Classy .522 -.464
Elegant .500
Sexy .460
Similar .692
Familiar .687
Likeable .614
Extraction Method: Principal Axis Factoring.
a. 4 factors extracted. 8 iterations required.

Rotated Factor Matrixa

Factor
1 2 3 4
Expert .740
Reputation .730
Knowledgeable .681
Qualified .679
Experienced .642
Meaning .573
Skilled .571
Attractive .748
Classy .735
Beautiful .688
Elegant .561
Sexy .518
Sincere .724
Reliable .433 .706
Honest .435 .668
Trustworthy .614
Similar .773
Familiar .755
Likeable .676
Extraction Method: Principal Axis Factoring.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Factor Transformation Matrix

Factor 1 2 3 4
1 .712 .471 .521 .011
2 -.167 .416 -.166 .879
3 .261 -.771 .331 .477
4 -.630 .102 .769 -.023
Extraction Method: Principal Axis Factoring.
Rotation Method: Varimax with Kaiser Normalization.
 APPENDIX 4

CONFIRMATORY FACTOR ANALYSIS OF CELEBRITY ATTRIBUTES OUTPUT

Model Fit Summary

CMIN

Model NPAR CMIN DF P CMIN/DF

Default model 44 1205.065 146 .000 8.254
Saturated model 190 .000 0
Independence model 19 9752.612 171 .000 57.033

RMR, GFI
Model RMR GFI AGFI PGFI
Default model .135 .889 .856 .683
Saturated model .000 1.000
Independence model 1.063 .293 .214 .263

Baseline Comparisons
NFI RFI IFI TLI
Model CFI
Delta1 rho1 Delta2 rho2
Default model .876 .855 .890 .871 .889

Saturated model 1.000 1.000 1.000

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

Parsimony-Adjusted Measures

Model PRATIO PNFI PCFI

Default model .854 .748 .759
Saturated model .000 .000 .000
Independence model 1.000 .000 .000

Page 220
NCP

Model NCP LO 90 HI 90
Default model 1059.065 952.067 1173.514
Saturated model .000 .000 .000
Independence model 9581.612 9261.329 9908.209

FMIN

Model FMIN F0 LO 90 HI 90
Default model 1.235 1.085 .975 1.202
Saturated model .000 .000 .000 .000
Independence model 9.992 9.817 9.489 10.152

RMSEA

Model RMSEA LO 90 HI 90 PCLOSE

Default model .046 .082 .091 .000
Independence model .240 .236 .244 .000

AIC

Model AIC BCC BIC CAIC

Default model 1293.065 1294.906 1507.983 1551.983
Saturated model 380.000 387.950 1308.052 1498.052
Independence model 9790.612 9791.407 9883.418 9902.418

ECVI

Model ECVI LO 90 HI 90 MECVI

Default model 1.325 1.215 1.442 1.327
Saturated model .389 .389 .389 .397
Independence model 10.031 9.703 10.366 10.032

Page 221
Multicollinearity:

Attributes Squared Multiple Correlations

Attractive 0.639
Classy 0.541
Beautiful 0.592
Elegant 0.353
Sexy 0.322
Sincere 0.662
Reliable 0.667
Honest 0.716
Trustworthy 0.529
Expert 0.577
Reputation 0.541
Knowledgeable 0.633
Qualified 0.608
Experienced 0.521
Meaning 0.387
Skilled 0.496
Similar 0.595
Familiar 0.573
Likeable 0.463

Multicollinearity means “correlations among some variables are so high that certain
mathematical operations are either impossible or the results are unstable because some
denominators are close to zero.

To find out Multicollinearity we have used SMC (Squared Multiple Correlations). SMC
value more than 0.90 indicates the existence of Multicollinearity and less than reports lack of
Multicollinearity. Here researcher found SMC score less than 0.90 that shows the lack of
Multicollinearity.
 APPENDIX 5

EXPLORATORY FACTOR ANALYSIS OUTPUT OF BEHAVIOUR INTENTION

Correlation Matrix

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .735
Approx. Chi-Square 2826.967
Bartlett's Test of Sphericity df 66
Sig. .000

Communalities
Initial Extraction
Say positive things about products or brands
.235 .201
to other people
Take some of my purchases to other
.155 .200
businesses that offer better prices
Switch to a competitor if I experience a
.162 .198
problem with a company’s service
Complain to other customers if I experience
.249 .485
a problem with a company’s service
 Complain to external agencies, if I
experience problems with a company's .265 .367
service
Continue to do business with a certain
.208 .228
company even if it increases its prices
Buy fewer products from certain companies .089 .076
Recommend products or brands to someone
.735 .712
who seeks my advice
Encourage friends or relatives to buy certain
.764 .957
products or brands.
Complain to a company’s employees if I see
.192 .252
a problem with that company’s service
Pay more for products at one business even
.275 .455
though I could buy them cheaper elsewhere
Buy certain brands. .202 .252

Extraction Sums of Rotation Sums of

Initial Eigenvalues
Squared Loadings Squared Loadings
Facto
% of % of % of
r Cumulat Cumula Cumulat
Total Varian Total Varian Total Varian
ive % tive % ive %
ce ce ce
1 3.284 27.363 27.363 2.800 23.330 23.330 2.069 17.243 17.243
2 1.684 14.031 41.395 1.134 9.453 32.784 1.526 12.720 29.963
3 1.084 9.034 50.429 .449 3.741 36.525 .787 6.562 36.525
4 .916 7.630 58.059
5 .875 7.294 65.354
6 .856 7.134 72.488
7 .760 6.332 78.820
8 .703 5.861 84.681
9 .628 5.236 89.916
10 .577 4.805 94.722
11 .497 4.138 98.860
12 .137 1.140 100.000
 Factor Matrixa
Factor
1 2 3
Encourage friends or relatives to buy certain
.863 -.420 -.189
products or brands.
Recommend products or brands to someone
.757 -.323 -.186
who seeks my advice
Pay more for products at one business even
.497 -.156 .429
though I could buy them cheaper elsewhere
Complain to external agencies, if I
experience problems with a company's .466 .354 .158
service
Say positive things about products or brands
.446
to other people
Buy certain brands. .437 .246
Continue to do business with a certain
.422 .203
company even if it increases its prices
Switch to a competitor if I experience a
.326 .292
problem with a company’s service
Buy fewer products from certain companies .255
Complain to other customers if I experience
.333 .550 -.268
a problem with a company’s service
Complain to a company’s employees if I see
.322 .365 .124
a problem with that company’s service
Take some of my purchases to other
.252 .362
businesses that offer better prices
 Rotated Factor Matrixa
Factor
1 2 3
Encourage friends or relatives to buy certain
.956 .187
products or brands.
Recommend products or brands to someone
.824 .115 .142
who seeks my advice
Say positive things about products or brands
.373 .184 .166
to other people
Buy fewer products from certain companies .235 .141
Complain to other customers if I experience
.669 -.171
a problem with a company’s service
Complain to external agencies, if I
experience problems with a company's .131 .516 .290
service
Complain to a company’s employees if I see
.458 .203
a problem with that company’s service
Take some of my purchases to other
.428 .128
businesses that offer better prices
Switch to a competitor if I experience a
.142 .422
problem with a company’s service
Continue to do business with a certain
.264 .393
company even if it increases its prices
Pay more for products at one business even
.310 .596
though I could buy them cheaper elsewhere
Buy certain brands. .264 .166 .393

Factor Transformation Matrix

Factor 1 2 3
1 .786 .491 .376
2 -.497 .863 -.089
3 -.368 -.118 .922
 APPENDIX 6

AMOS CHART
 APPENDIX 7

AMOS MODEL FIT SUMMARY OUTPUT

Model Fit Summary

CMIN

Model NPAR CMIN DF P CMIN/DF

Default model 75 1591.621 303 .000 5.253
Saturated model 378 .000 0
Independence model 27 9918.012 351 .000 28.256

RMR, GFI

Model RMR GFI AGFI PGFI

Default model .069 .889 .861 .712
Saturated model .000 1.000
Independence model .407 .387 .340 .359

Baseline Comparisons
NFI RFI IFI TLI
Model CFI
Delta1 rho1 Delta2 rho2
Default model .840 .814 .866 .844 .865
Saturated model 1.000 1.000 1.000
Independence model .000 .000 .000 .000 .000

Parsimony-Adjusted Measures

Model PRATIO PNFI PCFI

Default model .863 .725 .747
Saturated model .000 .000 .000
Independence model 1.000 .000 .000
NCP

Model NCP LO 90 HI 90
Default model 1288.621 1167.485 1417.245
Saturated model .000 .000 .000
Independence model 9567.012 9245.490 9894.888

FMIN

Model FMIN F0 LO 90 HI 90
Default model 1.631 1.320 1.196 1.452
Saturated model .000 .000 .000 .000
Independence model 10.162 9.802 9.473 10.138

RMSEA

Model RMSEA LO 90 HI 90 PCLOSE

Default model .066 .063 .069 .000
Independence model .167 .164 .170 .000

AIC

Model AIC BCC BIC CAIC

Default model 1741.621 1746.052 2107.958 2182.958
Saturated model 756.000 778.329 2602.336 2980.336
Independence model 9972.012 9973.607 10103.893 10130.893

ECVI

Model ECVI LO 90 HI 90 MECVI

Default model 1.784 1.660 1.916 1.789
Saturated model .775 .775 .775 .797
Independence model 10.217 9.888 10.553 10.219
HOELTER
HOELTER HOELTER
Model
.05 .01
Default model 212 223

Independence model 39 41

Minimization: .025
Miscellaneous: .110
Bootstrap: .000
Total: .135

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