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  1. K

    SPSS analysis

    Hello, I am investigating the effect of brand personality on brand loyalty. I want to know if certain brand personality traits are more effective at creating brand loyalty than others. I identified 5 main personality traits. Each trait is made up of a number of facets. For example the...
  2. K

    Basic SPSS analysis- Complete newbie

    I just wondered if someone would be able to advice me for my SPSS analysis please. I have imputed all my data and now I am a bit stuck with the analysis. I am wanting to investigate the effect of brand attachment on affectionate loyalty and behavioural loyalty. My hypothesis is as follows...