A relatively simple approach is proposed to evaluate the strength of brands from the viewpoint of consumers. It employs Principal Component Analysis (PCA), in which the coefficients of the first principal component are used as the weight for developing our study's final ‘product’, the Brand...

Purpose: The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach: Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands...

Assuming homogeneous variance in a normal regression model is not always appropriate as invalid standard inference procedures may result from the improper estimation of the standard error when the disturbance process in a regression model presents heteroscedasticity. When both outliers and...

This paper uses the logistic regression model and the count data model to identify the determinants of the likelihood and frequency of attendance at performing arts events in Taiwan. Using data collected from a telephone survey, we find that education and income, being determinants of the...

This paper explores the measurement of subjective well-being (SWB) in Taiwan through survey data as a result of 13 self-reported SWB questions. We illustrate the findings using multivariate data analysis approaches. First, by taking the first two principal component scores extracted from all SWB...

The assumption of equal variance in the normal regression model is not always appropriate. Cook and Weisberg (1983) provide a score test to detect heteroscedasticity, while Patterson and Thompson (1971) propose the residual maximum likelihood (REML) estimation to estimate variance...