Study 2: Multivariate Analysis of Covariance of the Effects of Creativity as a Criterion in Advertisement Evaluations
| Variables | F | p | Effect Size |
|---|---|---|---|
| Brand familiarity on: | |||
| Advertisement attitude | 0.000 | .986 | .000 |
| Brand attitude | 4.981 | .026 | .008 |
| Purchase intentions | 4.967 | .026 | .008 |
| Perceived creativity on: | |||
| Advertisement attitude | 33.925 | .000 | .247 |
| Brand attitude | 21.220 | .000 | .170 |
| Purchase intentions | 25.555 | .000 | .198 |
| Dummy on: | |||
| Advertisement attitude | 1.456 | .234 | .005 |
| Brand attitude | 0.407 | .666 | .001 |
| Purchase intentions | 1.359 | .258 | .004 |
| Dummy × creativity on: | |||
| Advertisement attitude | 1.334 | .231 | .015 |
| Brand attitude | 0.978 | .446 | .011 |
| Purchase intentions | 1.868 | .072 | .021 |
Note: n = 641. *p < .05. **p < .01.