I did the factor analysis and then all the communalities were more than 0.

3 and so I checked for

any loading issue. There was no issue in this regard. So, I followed the summated score approach
and then I did regression. But the model I am getting is not significant nor the independent
variables are coming out to be significant.
I am attaching the SPSS file and also the document in which the questions asked in the survey are
documented. Please help us in identifying where are we going wrong.
Rotated Component Matrixa

Component

1 2 3 4 5

A2 I believe that the celebrity

.853
has a very persuasive voice
A5 I believe that the celebrity
.818
has an attractive face
A1 I believe that the
celebrity has an attractive .807
personality
A4 I believe that the celebrity
has a very elegant fashion .772
style
A3 I believe that the celebrity
has a very professional .641
manner
BB3 I am sure about the
.941
brand’s product quality
BB1 I believe in the brand .939
BB2 I like the brand .930
BB4 I will actively seek more
information about the .636
product
T2 I believe that the
.851
celebrity is an honest person
T4 I believe that the
celebrity has experience in .761
using the brand.
T3 I believe that the celebrity
is an expert in the field that .753
he/she represents
T1 I believe that celebrity
provides a reliable source of .747
information
 F1 I often see the celebrity
.866
on the TV
F2 I often see the celebrity
.833
on the Internet
F3 I often see the celebrity
.801
on the advertising boards.
PI1 l buy the product only
.840
after trying
PI2 I will try the product
.811
when I see it

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

Model Summary

Change Statistics

Adjusted R Std. Error of R Square

Model R R Square Square the Estimate Change F Change df1 df2 Sig. F Change

1 .295a .087 .034 1.70763 .087 1.644 4 69 .173

a. Predictors: (Constant), F, BB, T, A

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 19.174 4 4.793 1.644 .173b

Residual 201.205 69 2.916

Total 220.378 73

a. Dependent Variable: PI
b. Predictors: (Constant), F, BB, T, A
 Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 4.488 1.360 3.300 .002

BB .148 .068 .252 2.185 .032

T -.019 .051 -.045 -.365 .716

A -.005 .047 -.014 -.097 .923

F .082 .075 .162 1.089 .280

a. Dependent Variable: PI