Study 2: AA Relationships, brand mind share, brand heart share, and behavioral intentions. Apple iPhone Very difficult Moderately difficult Mind Share Heart Share Easier behaviors (n = 367) behaviors behaviors AA Relationships = .89, = .98, = .96, = .90, = .74, γ γ γ γ γ < .001 < .001 < .001 < .001 < .001 p p p p p Brand-self distance = .71, = .74, = .69, = .81, = .68, γ γ γ γ γ < .001 < .001 < .001 < .001 < .001 p p p p p AA Relationships = .74 vs. = .95 vs. = .86 vs. = .89 vs. = .74 vs. γ γ γ γ γ vs. brand attachment = .32; = .37; = .45; = .33; = .71; γ γ γ γ γ = 24.71, = 44.75, = 72.97, = 53.44, = 1.51, z z z z z < .001 < .001 < .001 < .001 = n.s. p p p p p AA Relationships = .76 vs. = .89 vs. = .89 vs. = .82 vs. = .70 vs. γ γ γ γ γ vs. emotional valence = .29; = .78; = .38; = .46; = .68; γ γ γ γ γ = 21.58, = 2.21, = 25.84, = 19.67, = 1.04, z z z z z < .001 = n.s. < .001 < .001 = n.s. p p p p p AA Relationships = .70 vs. = .96 vs. = .90 vs. = .89 vs. = .73 vs. γ γ γ γ γ vs. attitude strength = .64; = .21; = .31; = .42; = .65; γ γ γ γ γ = 3.86, = 31.47, = 27.58, = 26.42, = 2.96, z z z z z = n.s. < .001 < .001 < .001 = n.s. p p p p p Table 3
Study 2: AA Relationships, brand mind share, brand heart share, and behavioral intentions. Apple iPhone (n = 367) Mind Share Heart Share Very difficult behaviors Moderately difficult behaviors Easier behaviors AA Relationships γ = .89, p < .001 γ = .98, p < .001 γ = .96, p < .001 γ = .90, p < .001 γ = .74, p < .001 Brand-self distance γ = .71, p < .001 γ = .74, p < .001 γ = .69, p < .001 γ = .81, p < .001 γ = .68, p < .001 AA Relationships vs. brand attachment γ = .74 vs. γ = .32; z = 24.71, p < .001 γ = .95 vs. γ = .37; z = 44.75, p < .001 γ = .86 vs. γ = .45; z = 72.97, p < .001 γ = .89 vs. γ = .33; z = 53.44, p < .001 γ = .74 vs. γ = .71; z = 1.51, p = n.s. AA Relationships vs. emotional valence γ = .76 vs. γ = .29; z = 21.58, p < .001 γ = .89 vs. γ = .78; z = 2.21, p = n.s. γ = .89 vs. γ = .38; z = 25.84, p < .001 γ = .82 vs. γ = .46; z = 19.67, p < .001 γ = .70 vs. γ = .68; z = 1.04, p = n.s. AA Relationships vs. attitude strength γ = .70 vs. γ = .64; z = 3.86, p = n.s. γ = .96 vs. γ = .21; z = 31.47, p < .001 γ = .90 vs. γ = .31; z = 27.58, p < .001 γ = .89 vs. γ = .42; z = 26.42, p < .001 γ = .73 vs. γ = .65; z = 2.96, p = n.s. Table 3
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx