Factor Analysis: Correlation Matrix (A)

Factor Analysis
Correlation Matrix(a)
Celebrity
endorsed
soaps are of
good quality
Sig. (1-tailed)
Celebrity endorsed
soaps are of good
quality
People are motivated
by celebrity
endorsement
I feel closer to the
celebrity by using
soap endorsed by
him/her
I believe the
celebrities tell the
truth about the
product
I am not impressed
by celebrity
endorsements of all
kinds of products
I always buy a
product endorsed by
a celebrity
Celebrity
endorsement helps in
brand promotion
Celebrity
endorsement
increase sales of
product
Celebrity scandal
makes negative
impact on sales
Celebrities represent
our aspirations and I
value their judgments
.000
.000
Bartlett's Test of
Sphericity
Approx. Chi-Square
df
Sig.
.067
.486
.007
.007
.000
.014
.003
.414
.114
.191
.166
.000
.000
.000
.009
.211
.273
.020
.000
.045
.052
.013
.082
.000
.026
.052
.000
.100
.390
.047
.410
.126
.000
.045
.000
.005
.316
.001
.000
.081
.100
.303
.500
I always buy a
product
endorsed by a
celebrity
Celebrity
endorsement
helps in brand
promotion
Celebrity
endorsement
increase sales
of product
.114
.486
.191
.273
.007
.166
.020
.000
.007
.000
.000
.026
.047
.000
.000
.045
.052
.410
.000
.014
.000
.052
.000
.126
.005
.000
.003
.009
.013
.100
.000
.316
.081
.303
.414
.211
.082
.390
.045
.001
.100
.500
KMO and Bartlett's Test
.678
74.981
45
.005
Celebrity
scandal
makes
negative
impact on
sales
I believe the
celebrities tell
the truth about
the product
.067
a Determinant = .003
Kaiser-Meyer-Olkin Measure of Sampling

Adequacy.
People are
motivated by
celebrity
endorsement
I am not
impressed by
celebrity
endorsements
of all kinds of
products
I feel closer to
the celebrity by
using soap
endorsed by
him/her
Celebrities
represent our
aspirations and
I value their
judgments
.066
.066
Communalities
Initial
Extraction
Celebrity endorsed soaps

are of good quality
1.000
.754
People are motivated by

celebrity endorsement
1.000
.818
I feel closer to the celebrity

by using soap endorsed by
him/her
1.000
.556
1.000
.843
I am not impressed by
celebrity endorsements of
all kinds of products
1.000
.857
I always buy a product

endorsed by a celebrity
1.000
.750
Celebrity endorsement
helps in brand promotion
1.000
.741
increase sales of product
1.000
.796
Celebrity scandal makes

negative impact on sales
1.000
.771
Celebrities represent our

aspirations and I value their
judgments
1.000
.617
I believe the celebrities tell

the truth about the product
Extraction Method: Principal Component Analysis.
Total Variance Explained

Initial Eigenvalues
Component
1
Total
% of Variance
Extraction Sums of Squared Loadings
Cumulative %
Total
% of Variance
Cumulative %
Rotation Sums of Squared Loadings

Total
% of Variance
Cumulative %
3.561
35.609
35.609
3.561
35.609
35.609
3.189
31.890
31.890
2.568
25.678
61.286
2.568
25.678
61.286
2.185
21.850
53.741
1.376
13.760
75.046
1.376
13.760
75.046
2.131
21.305
75.046
.797
7.974
83.020
.462
4.621
87.641
.383
3.834
91.475
.322
3.215
94.690
.226
2.263
96.952
.173
1.731
98.684
10
.132
1.316
100.000
Scree Plot
4
Eigenvalue
0
1
Component Number
Component Matrix(a)
Component
1

are of good quality
.674
.525
.154

.822
.375
.033

him/her
.498
-.408
.376
-.428
.475
.658
-.148
.901
.151

.769
-.257
.305
.847
.139
-.072
.750
-.077
-.477

10

.137
.857
-.134

judgments
.296
-.347
.640

a 3 components extracted.
Rotated Component Matrix(a)

Component
1

are of good quality
.856
.102
.110

.880
.168
-.123

him/her
.146
.712
-.165
-.045
-.003
.917
.435
-.476
.664

.452
.695
-.250
.754
.241
-.338
.544
.041
-.706

.632
-.523
.313

judgments
.026
.772
.145

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 7 iterations.
Component Transformation Matrix

Component
1
2
3
1
.791
2
.438
3
-.427
.612
-.572
.546
.005
.693
.720
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
Frequencies
Statistics
Valid
Celebrity
endorsed
soaps are of
good quality
40
Missing
I feel closer to
the celebrity by
using soap
endorsed by
him/her
40
People are
motivated by
celebrity
endorsement
40
I believe the
celebrities tell
the truth about
the product
40
I am not
impressed by
celebrity
endorsements
of all kinds of
products
40
I always buy a
product
endorsed by a
celebrity
40
Celebrity
endorsement
helps in brand
promotion
40
Celebrity
endorsement
increase sales
of product
40
Celebrity
scandal
makes
negative
impact on
sales
40
Celebrities
represent our
aspirations and
I value their
judgments
40
BART factor
score 1 for
analysis 1
40
BART factor
score 2 for
analysis 1
40
BAR
scor
anal
Mean
4.1500
4.5250
3.2000
3.4750
4.0000
2.6750
4.4000
4.1750
4.2500
3.0000
.0000000
.0000000
Median
4.0000
5.0000
3.0000
3.5000
4.0000
3.0000
4.0000
4.0000
5.0000
3.0000
.1808111
-.1721587
Mode
4.00
5.00
3.00
4.00
5.00
2.00
4.00
4.00
5.00
3.00
1.11505
.26703
Std. Deviation
.92126
.75064
1.01779
.71567
1.08604
1.14102
.63246
.63599
1.08012
.78446
1.00000000
1.00000000
1.0
Variance
.84872
.56346
1.03590
.51218
1.17949
1.30192
.40000
.40449
1.16667
.61538
1.00000000
1.00000000
1.0
Sum
166.00
181.00
128.00
139.00
160.00
107.00
176.00
167.00
170.00
120.00
.00000
.00000
Frequency Table
Celebrity endorsed soaps are of good quality
Frequency
Valid
Strongly
Agree
Agree
Percent
Valid Percent
Cumulative
Percent
15
37.5
37.5
37.5
20
50.0
50.0
87.5
Neutral
5.0
5.0
92.5
Disagree
5.0
5.0
97.5
2.5
2.5
100.0
40
100.0
100.0
Strongly
Disagree
Total
People are motivated by celebrity endorsement
Frequency
Valid
Strongly
Agree
Agree
Strongly
Disagree
Total
Percent
Valid Percent
Cumulative
Percent
24
60.0
60.0
60.0
15
37.5
37.5
97.5
2.5
2.5
100.0
40
100.0
100.0
I feel closer to the celebrity by using soap endorsed by him/her
Frequency
Valid
Percent
Cumulative
Percent
Valid Percent
Strongly
Agree
Agree
10.0
10.0
10.0
11
27.5
27.5
37.5
Neutral
16
40.0
40.0
77.5
17.5
17.5
95.0
5.0
5.0
100.0
40
100.0
100.0
Disagree
Strongly
Disagree
Total
I believe the celebrities tell the truth about the product
Frequency
Valid
Percent
Cumulative
Percent
Valid Percent
Strongly
Agree
Agree
5.0
5.0
5.0
18
45.0
45.0
50.0
Neutral
17
42.5
42.5
92.5
7.5
7.5
100.0
40
100.0
100.0
Disagree
Total
I am not impressed by celebrity endorsements of all kinds of products
Frequency
Valid
Strongly
Agree
Agree
Neutral
Disagree
Total
Percent
Cumulative
Percent
Valid Percent
17
42.5
42.5
42.5
12
30.0
30.0
72.5
12.5
12.5
85.0
100.0
15.0
15.0
40
100.0
100.0
I always buy a product endorsed by a celebrity
Frequency
Valid
Strongly
Agree
Agree
Percent
Valid Percent
Cumulative
Percent
7.5
7.5
7.5
15.0
15.0
22.5
Neutral
12
30.0
30.0
52.5
Disagree
13
32.5
32.5
85.0
15.0
15.0
100.0
40
100.0
100.0
Strongly
Disagree
Total
Celebrity endorsement helps in brand promotion
Frequency
Valid
Strongly
Disagree
Agree
Disagree
Total
Percent
Valid Percent
Cumulative
Percent
18
45.0
45.0
45.0
21
52.5
52.5
97.5
2.5
2.5
100.0
40
100.0
100.0
Celebrity endorsement increase sales of product
Frequency
Valid
Strongly
Agree
Agree
Neutral
Disagree
Total
Percent
Cumulative
Percent
Valid Percent
11
27.5
27.5
27.5
26
65.0
65.0
92.5
5.0
5.0
97.5
100.0
2.5
2.5
40
100.0
100.0
Celebrity scandal makes negative impact on sales
Frequency
Valid
Strongly
Agree
Agree
Percent
Valid Percent
Cumulative
Percent
24
60.0
60.0
60.0
15.0
15.0
75.0
Neutral
17.5
17.5
92.5
Disagree
5.0
5.0
97.5
2.5
2.5
100.0
40
100.0
100.0
Strongly
Disagree
Total
Celebrities represent our aspirations and I value their judgments
Frequency
Valid
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
Total
Percent
Cumulative
Percent
2.5
2.5
2.5
20.0
20.0
22.5
22
55.0
55.0
77.5
20.0
20.0
97.5
2.5
2.5
100.0
40
100.0
100.0
BART factor score 1 for analysis
Valid
Valid Percent
1
Cumulative
Percent
5.0
1.11505
Frequency
2
Percent
5.0
Valid Percent
5.0
1.10352
2.5
2.5
7.5
.98837
2.5
2.5
10.0
.98163
2.5
2.5
12.5
.95182
2.5
2.5
15.0
.87309
2.5
2.5
17.5
.81596
2.5
2.5
20.0
.68929
2.5
2.5
22.5
.63014
2.5
2.5
25.0
.60658
2.5
2.5
27.5
.58821
2.5
2.5
30.0
.53838
2.5
2.5
32.5
.47407
2.5
2.5
35.0
.34013
2.5
2.5
37.5
.29294
2.5
2.5
40.0
.24488
2.5
2.5
42.5
.19284
2.5
2.5
45.0
.18759
2.5
2.5
47.5
.18203
2.5
2.5
50.0
.17959
2.5
2.5
52.5
.05301
2.5
2.5
55.0
.02250
2.5
2.5
57.5
-.04076
2.5
2.5
60.0
-.08613
2.5
2.5
62.5
-.08833
2.5
2.5
65.0
-.16664
2.5
2.5
67.5
-.21651
2.5
2.5
70.0
-.23096
2.5
2.5
72.5
-.24924
2.5
2.5
75.0
-.25294
2.5
2.5
77.5
-.41927
2.5
2.5
80.0
-.51496
2.5
2.5
82.5
-.68957
2.5
2.5
85.0
-.77107
2.5
2.5
87.5
2.5
2.5
90.0
2.5
2.5
92.5
2.5
2.5
95.0
2.5
2.5
97.5
2.5
2.5
100.0
40
100.0
100.0
1.08088
1.11890
1.17228
1.52915
4.53906
Total
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
2.80559
2.5
2.5
2.5
2.11878
2.5
2.5
5.0
2.00559
2.5
2.5
7.5
1.91641
2.5
2.5
10.0
1.13548
2.5
2.5
12.5
1.04863
2.5
2.5
15.0
.74092
2.5
2.5
17.5
.72242
2.5
2.5
20.0
.64844
2.5
2.5
22.5
.53632
2.5
2.5
25.0
.34040
2.5
2.5
27.5
.26703
5.0
5.0
32.5
.22693
2.5
2.5
35.0
.21979
2.5
2.5
37.5
.16647
2.5
2.5
40.0
.14216
2.5
2.5
42.5
.04318
2.5
2.5
45.0
-.00994
2.5
2.5
47.5
-.17051
2.5
2.5
50.0
-.17381
2.5
2.5
52.5
-.17747
2.5
2.5
55.0
-.28742
2.5
2.5
57.5
-.49365
2.5
2.5
60.0
-.50568
2.5
2.5
62.5
-.56500
2.5
2.5
65.0
-.57584
2.5
2.5
67.5
-.62309
2.5
2.5
70.0
-.68031
2.5
2.5
72.5
-.68143
2.5
2.5
75.0
-.69652
2.5
2.5
77.5
-.73409
2.5
2.5
80.0
-.74303
2.5
2.5
82.5
-.79698
2.5
2.5
85.0
-.94701
2.5
2.5
87.5
2.5
2.5
90.0
2.5
2.5
92.5
2.5
2.5
95.0
2.5
2.5
97.5
2.5
2.5
100.0
40
100.0
100.0
1.04166
1.15133
1.26192
1.43715
1.59774
Total
Valid
1.78897
Frequency
1
Percent
2.5
Valid Percent
2.5
Cumulative
Percent
2.5
1.60315
2.5
2.5
5.0
1.44830
2.5
2.5
7.5
1.25282
2.5
2.5
10.0
1.19806
2.5
2.5
12.5
1.07407
2.5
2.5
15.0
.99834
2.5
2.5
17.5
.84092
2.5
2.5
20.0
.78869
2.5
2.5
22.5
.77518
2.5
2.5
25.0
.76959
2.5
2.5
27.5
.73946
2.5
2.5
30.0
.66302
2.5
2.5
32.5
.59258
2.5
2.5
35.0
.55061
2.5
2.5
37.5
.53115
2.5
2.5
40.0
.49803
2.5
2.5
42.5
.48157
2.5
2.5
45.0
.37704
2.5
2.5
47.5
.21517
2.5
2.5
50.0
.13520
2.5
2.5
52.5
-.00875
2.5
2.5
55.0
-.10300
2.5
2.5
57.5
-.29533
2.5
2.5
60.0
-.47695
2.5
2.5
62.5
-.67388
5.0
5.0
67.5
-.74387
2.5
2.5
70.0
-.76824
2.5
2.5
72.5
-.79488
2.5
2.5
75.0
-.79503
2.5
2.5
77.5
-.82147
2.5
2.5
80.0
-.86392
2.5
2.5
82.5
-.88830
2.5
2.5
85.0
2.5
2.5
87.5
2.5
2.5
90.0
2.5
2.5
92.5
2.5
2.5
95.0
2.5
2.5
97.5
2.5
2.5
100.0
40
100.0
100.0
1.24103
1.46297
1.49789
1.65879
1.73649
1.81727
Total
Bar Chart

60
50
40
30
Percent
20
10
0
Strongly Agree
Neutral
Agree
Strongly Disagree
Disagree

70
60
50
40
30
Percent
20
10
0
Strongly Agree
Agree
Strongly Disagree

50
40
30
Percent
20
10
0
Strongly Agree
Neutral
Agree
Strongly Disagree
Disagree

50
40
30
Percent
20
10
0
Strongly Agree
Agree
Neutral
Disagree

50
40
30
Percent
20
10
0
Strongly Agree
Agree
Neutral
Disagree

40
30
20
Percent
10
0
Strongly Agree
Neutral
Agree
Strongly Disagree
Disagree

60
50
40
30
Percent
20
10
0
Strongly Disagree
Agree
Disagree

70
60
50
40
30
Percent
20
10
0
Strongly Agree
Agree
Neutral
Disagree

70
60
50
40
30
Percent
20
10
0
Strongly Agree
Neutral
Agree
Strongly Disagree
Disagree

60
50
40
30
Percent
20
10
0
Strongly Agree
Neutral
Agree
Strongly Disagree
Disagree
06
39
.5 8
-4 722
.1 88
-1 80
.0
-1 57
89
-.6 927
1
-.4 924
4
-.2 651
1
-.2 833
8
-.0 076
4
-.0 0 1
53
.0 0 3
82
.1 8 4
92
.1 9 4
92
.2 0 7
74
.4 82 1
8
.5 1 4
30
.6 9 6
15
.8 8 2
51
.9 3 7
88 5
.9 15 0
1
1.
Percent
1
1
6
74
97
.5 2
-1 619
.2 6
-1 416
.0
-1 98
96
-.7 409
3
-.7 143
8
-.6 309
2
-.6 500
6
-.5 365
9
-.4 47
77 1
-.1 05
7
-.1 1 8
43
.0 4 7
66
.1 69 3
2
.2 4 0
40
.3 4 4
48
.6 9 2
40 48
.7 35
1 9
1. 5 5
00 9
2. 5 5
80
2.
Percent
1
1
6
27
17
.8 79
-1 58
.6 7
-1 629
.4
-1 30
88
-.8 147
2
-.8 488
9
-.7 387
4
-.7 695
7
-.4 300
0
-.1 2 0
35
.1 0 4
77
.3 80 3
9
.4 6 1
50
.5 0 2
63
.6 5 9
69
.7 6 9
88
.7 3 4
98 6
.9 98 0
1 0
1. 8 3
44 7
1. 8 9
78
1.
Percent
1
1
6
Descriptive:
Descriptive Statistics
Variables
N
Statistic

Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Std. Error
40
4.00
1.00
5.00
4.1500
.92126
.849
-1.554
.374
40
4.00
1.00
5.00
4.5250
.75064
.563
-2.769
.374
40
4.00
1.00
5.00
3.2000
1.01779
1.036
-.117
.374
40
5.65411
-4.53906
1.11505
.0000000
1.00000000
1.000
-2.509
.374
40
3.00
2.00
5.00
4.0000
1.08604
1.179
-.759
.374
40
4.00
1.00
5.00
2.6750
1.14102
1.302
.361
.374
40
3.00
2.00
5.00
4.4000
.63246
.400
-1.203
.374
40
3.00
2.00
5.00
3.4750
.71567
.512
-.129
.374
40
3.00
2.00
5.00
4.1750
.63599
.404
-.786
.374
40
4.00
1.00
5.00
4.2500
1.08012
1.167
-1.301
.374
40
4.00
1.00
5.00
3.0000
.78446
.615
.000
.374
40
4.40333
-1.59774
2.80559
.0000000
1.00000000
1.000
.942
.374
40
3.60624
-1.81727
1.78897
.0000000
1.00000000
1.000
-.172
.374
I am not impressed by celebrity endorsements of all kinds of

products

Valid N (listwise)
40
Correlations
Descriptive Statistics
Mean
Std. Deviation

are of good quality
4.1500
.92126
40

4.5250
.75064
40

him/her
3.2000
1.01779
40
3.4750
.71567
40
4.0000
1.08604
40

2.6750
1.14102
40
4.4000
.63246
40
4.1750
.63599
40

4.2500
1.08012
40

judgments
3.0000
.78446
40

Correlations(a)
Celebrity
endorsed
soaps are of
good quality
People are
motivated by
celebrity
endorsement
I feel closer to
the celebrity by
using soap
endorsed by
him/her
I believe the
celebrities tell
the truth about
the product
I am not
impressed by
celebrity
endorsements
of all kinds of
products
I always buy a
product
endorsed by a
celebrity
Celebrity
endorsement
helps in brand
promotion
Celebrity
scandal
makes
negative
impact on
sales
Celebrity
endorsement
increase sales
of product
Celebrities
represent our
aspirations and
I value their
judgments
Celebrity endorsed
soaps are of good quality
Pearson Correlation
.736(**)
.241
.006
.384(*)
.389(*)
.510(**)
.348(*)
.425(**)
.035
Sig. (2-tailed)
.000
.135
.972
.014
.013
.001
.028
.006
.828

Pearson Correlation
.736(**)
.195
-.142
.157
.504(**)
.735(**)
.501(**)
.372(*)
.131
.000
.229
.382
.332
.001
.000
.001
.018
.422
Sig. (2-tailed)
I feel closer to the

celebrity by using soap
endorsed by him/her
I believe the celebrities
tell the truth about the
product
celebrity endorsements
of all kinds of products
Pearson Correlation
.241
.195
-.099
-.325(*)
.543(**)
.271
.261
-.350(*)
.225
Sig. (2-tailed)
.135
.229
.545
.041
.000
.091
.103
.027
.163
Pearson Correlation
.006
-.142
-.099
.561(**)
-.309
-.261
-.582(**)
.207
.046
Sig. (2-tailed)
.972
.382
.545
.000
.053
.104
.000
.199
.780
.384(*)
.157
-.325(*)
.561(**)
-.269
-.037
-.186
.678(**)
-.271
.014
.332
.041
.000
.093
.819
.252
.000
.091
.389(*)
.504(**)
.543(**)
-.309
-.269
.505(**)
.398(*)
-.078
.458(**)
.013
.001
.000
.053
.093
.001
.011
.632
.003
Pearson Correlation
.510(**)
.735(**)
.271
-.261
-.037
.505(**)
.650(**)
.225
.207
.001
.000
.091
.104
.819
.001
.000
.162
.201
Pearson Correlation
.348(*)
.501(**)
.261
-.582(**)
-.186
.398(*)
.650(**)
.084
.000

Pearson Correlation
Pearson Correlation
Sig. (2-tailed)
Pearson Correlation
Sig. (2-tailed)
Sig. (2-tailed)
Sig. (2-tailed)
Sig. (2-tailed)
Celebrities represent our Pearson Correlation

aspirations and I value
Sig. (2-tailed)
their judgments
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
a Listwise N=40
.028
.001
.103
.000
.252
.011
.000
.606
1.000
.425(**)
.372(*)
-.350(*)
.207
.678(**)
-.078
.225
.084
-.242
.006
.018
.027
.199
.000
.632
.162
.606
.132
.035
.131
.225
.046
-.271
.458(**)
.207
.000
-.242
.828
.422
.163
.780
.091
.003
.201
1.000
.132

Factor Analysis: Correlation Matrix (A)

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Factor Analysis: Correlation Matrix (A)

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Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Celebrity endorsed soaps

People are motivated by

I feel closer to the celebrity

I always buy a product

Celebrity scandal makes

Celebrities represent our

I believe the celebrities tell

Extraction Method: Principal Component Analysis.

Total Variance Explained

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Celebrity endorsed soaps

People are motivated by

I feel closer to the celebrity

I always buy a product

I believe the celebrities tell

Celebrity scandal makes

Celebrities represent our

Extraction Method: Principal Component Analysis.

Rotated Component Matrix(a)

Celebrity endorsed soaps

People are motivated by

I feel closer to the celebrity

I always buy a product

Celebrity scandal makes

Celebrities represent our

I believe the celebrities tell

Component Transformation Matrix

People are motivated by celebrity endorsement

I feel closer to the celebrity by using soap endorsed by him/her

I believe the celebrities tell the truth about the product

I am not impressed by celebrity endorsements of all kinds of products

I always buy a product endorsed by a celebrity

Celebrity endorsement helps in brand promotion

Celebrity endorsement increase sales of product

Celebrity scandal makes negative impact on sales

Celebrities represent our aspirations and I value their judgments

BART factor score 1 for analysis

BART factor score 2 for analysis

BART factor score 3 for analysis

Celebrity endorsed soaps are of good quality

Celebrity endorsed soaps are of good quality

People are motivated by celebrity endorsement

People are motivated by celebrity endorsement

I feel closer to the celebrity by using soap endorsed by him/her

I feel closer to the celebrity by using soap endorsed by him/her

I believe the celebrities tell the truth about the product

I believe the celebrities tell the truth about the product

I am not impressed by celebrity endorsements of all kinds of products

I am not impressed by celebrity endorsements of all kinds of products

I always buy a product endorsed by a celebrity

I always buy a product endorsed by a celebrity

Celebrity endorsement helps in brand promotion

Celebrity endorsement helps in brand promotion