Factors Loading

Constructs/items Factor loading

Brand Awareness (CR = 0.743)
BA1 0.684
BA2 0.736
BA3 0.681
Brand Association (CR = 0.819)
BAS1 0.873
BAS2 0.719
BAS3 0.728
Brand Reputation (CR = 0.825)
BR1 0..800
BR2 0.755
BR3 0.700
Brand Trust (CR = 0.847)
BT1 0.682
BT2 0.693
BT3 0.820
BT4 0.844
Food and Services (CR = 0.7650
FS1 0.588
FS2 0.416
FS3 0.494
FS4 0.619
FS5 0.440
FS6 0.672
FS7 0.697

Reliability and Validity Analysis

Chronbach’s Alpha Composite Reliability Average Variance

Extracted (AVE)

Brand Association 0.818 0.819 0.603

Brand Awareness 0.741 0.743 0.491
Brand Reputation 0.824 0.825 0.612
Brand Trust 0.844 0.847 0.582
 Food and Services 0.764 0.765 0.325

Reliability

In order to test the reliability the Cronbach alpha reliability composite reliability test was used.
The results shows that Cronbach’s alpha value for repetition, celebrity endorsement and
humor are greater than 0.70, while composite reliability values of repetition, comparison of
products and humor are greater than 0.70, which shows that the reliability of these variables
are reliable, while the predictor purchase intention has cronbach alpha value of 0.658 which is
less than but greater than 0.60 which and only celebrity endorsement and purchase intention
are having a composite values are greater than 0.60 and less than 0.70 which is according to
(Hair, et al., 2006) “the values near 0.6 or above can be acceptable”. It can be concluded that
the instrument can be considered reliable.

Validity

To check the convergent validity each variable’s average variance extracted (AVE) was
evaluated. The results show that only comparison of product have a value of greater than 0.50
which is a accepted threshold, but (Fornell and Larcker, 1981) said that if AVE is less than 0.5
and composite reliability is higher than 0.6 the convergent validity of the construct is still
adequate. It can be concluded that the convergent validity is confirmed.

Descriptive Analysis
a. Calculated from grouped data.

b. Multiple modes exist. The smallest value is shown

Descriptive Statistics is the summarized form of the data set or of the sample size.
Its shows the means (mean, median and mode ) and diversity (SD, Min, Max ,
kurtosis and skewness )of the data from the central points.

Correlation Analysis
Brand Brand Brand Brand trust Food and
association awareness reputation reputation
Brand 1.000 0.712 0.704 0.761 0.339
 association
Brand 0.712 1.000 0.639 0.743 0.702
awareness
Brand 0.704 0.639 1.000 0.751 0.672
reputation
Brand trust 0.761 0.743 0.751 1.000 0.703
Food and 0.669 0.702 0.672 0.703 1.000
service

To check the stability of the instrument of item to item correlation have been computed for
additional analysis. The correlation between all the constructs was less than .90, stating that
the constructs are different from each other. The results also shows that food and services has
significant relation with brand trust has a relation of 58%. Brand awareness has significant
relation with brand trust, this relation has 56.5%. brand association has a significant relation
has a relation of 53.1% which is lowest of all. Brand reputation also has significant relation with
purchase intention that has relation which has 67.1%. Therefore, it is concluded that the
constructs are unique and distinct in nature.

Regression Analysis
Original Sample Standard T-Statistics P=-values
Sample Mean Deviation

Brand Association -> BR 0.401 0.398 0.074 5.402 0.000

Brand Awareness -> BR 0.137 0.141 0.080 1.727 0.085

Brand Reputation -> Brand Trust 0.751 0.752 0.028 27.056 0.000

Food And Services -> BR 0.307 0.308 0.058 5.316 0.000

R-square
R-square R-square adjusted
Brand 0.819 0.817
reputation
Brand Trust 0.807 0.806

The value of R Square shows the goodness of fitness of the model

and if its value is near to 0.99 then the model is extremely good.
So here we are finding the value of brand reputation is 0.824
which is very close from 0.99 so its shows that the goodness of
the model is 82.4% only.
And the value of brand trust is 1.007.

Hypothesis Testing
T-Statistics P-values Support/Reject

H1

H2

H3

H4