Study 1: Factor Analysis of Overall Creativity Rating,Advertisement and Brand Attitude, and Purchase Intentions in the Consumer Sample
| Component | ||||
|---|---|---|---|---|
| Variable | 1 | 2 | 3 | 4 |
| Creativity | .909 | .107 | .196 | .351 |
| Advertisement attitude | .450 | .124 | .283 | .838 |
| Brand attitude | .220 | .347 | .874 | .261 |
| Purchase intentions | .095 | .954 | .267 | .097 |