Fully branded pack | Plain pack after 10 days | Comparison | |
---|---|---|---|
Mean* (SD) | Mean (SD) | t (p value) | |
Brand attachment | |||
I am bound to this brand | 3.59 (0.96) | 3.43 (0.94) | −1.51 (0.13) |
Purchasing this brand gives me a lot of pleasure | 3.76 (1.00) | 3.36 (0.87) | 3.59 (<0.001) |
Buying or owning this brand give me a lot of comfort | 3.47 (1.09) | 3.31 (0.92) | −1.60 (0.11) |
I have great affection for this brand | 3.50 (1.08) | 3.38 (1.04) | 1.09 (0.27) |
I am very attracted to this brand | 3.74 (0.88) | 3.55 (0.90) | −1.95 (0.05) |
Overall brand attachment score (composite score) | 3.61 (0.83) | 3.40 (0.79) | 2.38 (0.019) |
Brand attitude | |||
I like this brand | 4.41 (0.56) | 4.02 (0.72) | 4.94 (<0.001) |
Significant results are in bold.
*Scale 1–5.