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Table 2 Descriptive statistics of the brand resonance’s variables.

From: The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon

ID

Statements

Disagree

Neutral

Agree

Strongly agree

Mean

SD

Freq

%

Freq

%

Freq

%

Freq

%

Q9

The investment in a brand value chain leads to a growth in brand resonance

3

1.3

21

8.9

164

69.2

49

20.7

4.0084

.71894

Q.10

The investment in a brand value chain will increase brand engagement in the minds of customers

2

.8

24

10.1

193

81.4

18

7.6

3.8143

.68219

Q.11

The investment in the brand value chain will increase customer awareness of the firm’s products

5

2.1

39

16.5

156

65.8

37

15.6

3.8312

.78451

Q.12

The investment in the brand value chain will increase customer loyalty to the firm’s products

4

1.7

18

7.6

189

79.7

26

11.0

3.9831

.53652

Q.13

The investment in the brand value chain differentiates firm products from competitors' products

5

2.1

21

8.9

176

74.3

35

14.8

3.9747

.63729

 

Overall average

 

3.9224

37.963