Evaluating marketplace synergies of ingredient brand alliances

By Bowman Douglas
International Journal of Research in Marketing (2018)

  • Douglas Bowman

  • Anthony Koschmann

    Eastern Michigan University

    USA

Created

February 7, 2019

Last update

February 9, 2019

Software

SAS

Ranking

226

Visits

68

Downloads

4

Description

The Excel file summarizes survey averages for each brand on 6 attributes, which were rated on a 1-7 Likert scale (average of 31 respondents per brand). The SAS code runs the factor analysis to generate two factors for brands: a functional association and an emotional association.

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