Table 4 Study 3: AA Relationships and brand purchase behaviors. Field study Brand Future Need share (n = 739) purchase share purchase amount AA Relationships = .95, < .001 = .94, < .001 = .96, < .001 p p p γ γ γ Brand-self distance = .69, < .001 = .70, < .001 = .68, < .001 p p p γ γ γ AA Relationships = .85 vs. = .20; = .89 vs. = .20; = .80 vs. = .22; γ γ γ γ γ γ vs. brand attachment = 56.62, < .001 = 56.62, < .001 = 38.98, < .001 z p z p z p AA Relationships = .94 vs. = .53; = .92 vs. = .56; = .95 vs. = .53; γ γ γ γ γ γ vs. emotional valence = 28.64, < .001 = 27.97, < .001 = 28.14, < .001 z p z p z p AA Relationships = .94 vs. = .41; = .93 vs. = .44; = .95 vs. = .47; γ γ γ γ γ γ vs. attitude strength = 31.68, < .001 = 32.59, < .001 = 32.10, < .001 z p z p z p
Table 4 Study 3: AA Relationships and brand purchase behaviors. Field study (n = 739) Brand purchase share Need share Future purchase amount AA Relationships γ = .95, p < .001 γ = .94, p < .001 γ = .96, p < .001 Brand-self distance γ = .69, p < .001 γ = .70, p < .001 γ = .68, p < .001 AA Relationships vs. brand attachment γ = .85 vs. γ = .20; z = 56.62, p < .001 γ = .89 vs. γ = .20; z = 56.62, p < .001 γ = .80 vs. γ = .22; z = 38.98, p < .001 AA Relationships vs. emotional valence γ = .94 vs. γ = .53; z = 28.64, p < .001 γ = .92 vs. γ = .56; z = 27.97, p < .001 γ = .95 vs. γ = .53; z = 28.14, p < .001 AA Relationships vs. attitude strength γ = .94 vs. γ = .41; z = 31.68, p < .001 γ = .93 vs. γ = .44; z = 32.59, p < .001 γ = .95 vs. γ = .47; z = 32.10, p < .001
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx