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

215

Visits

660

Downloads

20

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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