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International Journal of Interdisciplinary Research

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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    
  1. ** p < .01, *** p < .001