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International Journal of Interdisciplinary Research

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Table 2 Results of exploratory factor analyses

From: The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior

Items Factor loading Reliability Variance extracted (%)
Celebrity-brand congruence .99 97.04
 Good fit .99   
 Compatible .99   
 Congruent .98   
 Make sense .98   
Publicity .96 93.53
 News is negative aspect of SJP .97   
 News is negative publicity .97   
 SJP is surrounded by negative publicity .96   
Attitudes toward the celebrity .97 90.66
 Pleasant .97   
 Likable .95   
 Good .97   
 Favorable .97   
 Wise .90   
Attitudes toward the brand   .97 87.63
 Pleasant .95   
 Likable .96   
 Interesting .96   
 Good .95   
 Favorable .94   
 Wise .86   
Buying intention .97 94.42
 Likely .98   
 Probable .97   
 Possible .97