International Journal of Interdisciplinary Research
Table 7 One-way ANOVA results
From: The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
Sum of square | df | Mean square | F | Sig | |
|---|---|---|---|---|---|
Attitude toward the celebrity | |||||
Between groups | 80.159 | 3 | 26.720 | 12.650 | .000*** |
Within groups | 213.329 | 101 | 2.112 | ||
Total | 293.488 | 104 | |||
Attitude toward the brand | |||||
Between groups | 33.255 | 3 | 11.085 | ||
Within groups | 242.141 | 101 | 2.397 | 4.624 | .005** |
Total | 275.396 | 104 | |||
Buying intention | |||||
Between groups | 44.053 | 3 | 14.684 | 4.239 | .007** |
Within groups | 349.909 | 101 | 3.464 | ||
Total | 393.962 | 104 | |||