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Table 7 The standard multiple regression analysis results.

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

Hypotheses

Dependent variables

Independent variables

Standardized βi-coefficient

Constant

F-Cal

p value

R

R2

H2

Profitability

AdCos

 − .389

 − 6540.88

54.39

0.00

0.982

0.965

R&DCos

0.176

BV

0.135

H3

Market value

AdCos

42.058

 − 152,129.1

1023.95

0.00

0.998

0.998

R&DCos

4.639

BV

0.781