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Table 2 ANOVA results for brand variables by risk avoidance and gender

From: Brand relationships and risk: influence of risk avoidance and gender on brand consumption

Scale   Mean Square F-value p-value
Brand trust
Risk avoidance   596.71 8.78 0.003
 High M = 44.14 (SD = 7.98)    
 Low M = 41.17 (SD = 8.56)    
Gender   103.24 1.52 0.219
 Women M = 42.25 (SD = 8.44)    
 Men M = 43.47 (SD = 8.27)    
Brand credibility
Risk avoidance   214.14 5.97 0.015
 High M = 33.80 (SD = 5.58)    
 Low M = 32.13 (SD = 6.48)    
Gender   133.13 3.77 0.055
 Women M = 32.43 (SD = 5.92)    
 Men M = 33.95 (SD = 6.27)    
Brand loyalty
Risk avoidance   1042.71 22.51 0.000
 High M = 15.83 (SD = 7.12)    
 Low M = 11.34 (SD = 6.39)    
Gender   2.06 0.045 0.833
 Women M = 13.68 (SD = 6.95)    
 Men M = 13.57 (SD = 7.47)    
Brand choice overload
Risk avoidance   1179.35 35.38 0.000
 High M = 17.99 (SD = 6.07)    
 Low M = 13.40 (SD = 5.45)    
Gender   3.76 0.11 0.737
 Women M = 15.77 (SD = 6.06)    
 Men M = 15.71 (SD = 6.47)