Multiple regression analysis was conducted to examine whether corporate strategy and macroeconomic factors had an impact on brand awareness. The overall model explained 16.4% of variance in brand awareness, which revealed to be significant, F2,99 = 9.5460 =43.84, p < 0.002 (Table 18). An inspection of the individual predictors revealed that macroeconomic factors (Beta= 0.4068, p < 0.0002) are a significant predictor of brand awareness. Corporate structure and strategy (Beta= 0.13098, p=0.1805) revealed not to be a significant predictor of brand awareness (Table 19). The R² value is 0.1644. This indicated that the regression model corporate structure and strategy; and macroeconomic factors explain 16.4% of variation in brand awareness. Table 18: Analysis of Variance Source DF Sum of Squares Mean Square F Ratio Model 9.5460 2 13.952997 Prob > F 97 70.890637 0.73083 C. 0.0002* 99 84.843633 Table 19: Parameter Estimates Term Estimate Std T Ratio Prob> 95% 95% Error |t| Intercept 0.08552 -0.25 0.8054 -0.19084 0.1485882 Corporate 0.130982 0.09709 1.35 0.1805 -0.06172 0.3236901 structure and strategy (Q 5-7) Macroeconomic 0.4068181 0.10280 3.96 0.0001* 0.2027741 0.6108622 factors (Q 8-12)
Multiple regression analysis was conducted to examine whether corporate strategy and macroeconomic factors had an impact on brand awareness. The overall model explained 16.4% of variance in brand awareness, which revealed to be significant, F2,99 = 9.5460 =43.84, p < 0.002 (Table 18). An inspection of the individual predictors revealed that macroeconomic factors (Beta= 0.4068, p < 0.0002) are a significant predictor of brand awareness. Corporate structure and strategy (Beta= 0.13098, p=0.1805) revealed not to be a significant predictor of brand awareness (Table 19). The R² value is 0.1644. This indicated that the regression model corporate structure and strategy; and macroeconomic factors explain 16.4% of variation in brand awareness. Table 18: Analysis of Variance Source DF Sum of Squares Mean Square F Ratio Model 2 13.952997 9.5460 97 70.890637 0.73083 Prob > F C. 99 84.843633 0.0002* Table 19: Parameter Estimates Term Estimate Std Error T Ratio Prob> |t| 95% 95% Intercept 0.08552 -0.25 0.8054 -0.19084 0.1485882 Corporate structure and strategy (Q 5-7) 0.130982 0.09709 1.35 0.1805 -0.06172 0.3236901 Macroeconomic factors (Q 8-12) 0.4068181 0.10280 3.96 0.0001* 0.2027741 0.6108622