Correlations matrix (brand equity/dimensions and customer retention)
| Mean | SD | 1 | 2 | 3 | 4 | 5 | 6 | |
|---|---|---|---|---|---|---|---|---|
| Brand awareness | 3.52 | .737 | 1 | |||||
| Perceived quality | 3.49 | .687 | .511** | 1 | ||||
| Brand association | 3.50 | .805 | .457** | .512** | 1 | |||
| Brand loyalty | 3.36 | .967 | .224** | .297** | .346** | 1 | ||
| Brand equity | 3.52 | .659 | .667** | .711** | .746** | .739** | 1 | |
| Customer retention | 3.44 | .655 | .554** | .812** | .717** | .603** | .887** | 1 |
Multiple regression of brand equity/dimensions and customer retention
| Model Summary | R | R2 | Adjusted R2 | Std. error of the estimates | |
| 1 | 0.938 | 0.880 | 0.878 | 0.228 | |
| Anova | Sum of Square | Df | Mean Square | F | Sig. |
| Regression | 137.984 | 4 | 34.496 | 661.016 | 0.000 |
| Residual | 18.891 | 362 | 0.052 | ||
| Total | 156.876 | 366 | |||
| Coefficient | Unstandardized coefficient | Standardized coefficient | t | Sig. | |
| B | Std. Error | Beta | |||
| Constant | 0.063 | 0.071 | 0.888 | 0.375 | |
| Brand awareness | 0.068 | 0.020 | 0.077 | 3.502 | 0.001 |
| Perceived quality | 0.496 | 0.022 | 0.521 | 22.663 | 0.000 |
| Brand Association | 0.246 | 0.018 | 0.303 | 13.412 | 0.000 |
| Brand loyalty | 0.162 | 0.010 | 0.327 | 16.607 | 0.000 |