| Variable | PQ | AD | OWN | VOLATIL | EQUITY | INVOLV | CATAGE | NPL | FREQ | GDPPC |
|---|---|---|---|---|---|---|---|---|---|---|
| PQ | – | |||||||||
| AD | .17 | – | ||||||||
| OWN | .72 | .29 | – | |||||||
| VOLATIL | .07 | −.17 | .01 | – | ||||||
| EQUITY | .53 | .25 | .44 | −.01 | – | |||||
| INVOLV | .02 | .18 | −.21 | −.09 | .06 | – | ||||
| CATAGE | .01 | −.10 | −.01 | .01 | −.07 | .18 | – | |||
| NPL | .19 | .11 | .13 | .06 | .16 | .21 | .02 | – | ||
| FREQ | .01 | .14 | −.29 | −.10 | .07 | .66 | .06 | −.17 | – | |
| GDPPC | .00 | .04 | −.04 | .02 | −.01 | .00 | .01 | .01 | .00 | – |
Note: PQ = perceived quality; AD = advertising expenditures; OWN = ownership; VOLATIL.= advertising volatility; EQUITY = brand equity; INVOLV = product involvement; CATAGE = product category age; NPL = new product launch frequency; FREQ = purchase frequency; GDPPC = macroeconomic condition (gross domestic product per capita).