Proceedings of the National Research Conference Northern College 1

:
Exploratory Factor Analysis: The Applying for Studying to Customer Based Brand Equity
1

Abstract
The article is representative of supplication the exploratory factor analysis using to investigate customer based brand
equity factor. Data are examined by Correlation matrix, extraction of initial factor, method of rotation and composite variable.
The factors of result of analysis can be describing the customer based brand equity factor. Moreover, factors of result of analysis
can be testing with multiple regression analysis, path analysis, structure equation model and other analysis.

Keywords: exploratory factor analysis and customer based brand equity

Kamkankaew , pp. 13 25

: 113

Factor Analysis :
464 Factor Analysis
(Principal
Components)
Multivariate Statistical Analysis
Interdependent techniques
: 236 Independent
Variables Dependent Variables

: 21 :

1
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E-mail: Kpongsiri85@gmail.com
Proceedings of the National Research Conference Northern College 253
 : 148; : 197;
: 464-466; , 2552: 216-217 : 15-16
Data Reduction
(Factor
loading)
Multicollinearity

(Scale Confirmation)

: 28-31 , 2556; 64-70

Factor loading

Communality: h2
KMO
Eigen value:

Percentage of Trace

Basic Assumption
, 2552: 216-268;
: 23-24; , 2556; 73, Hair et al, 2010; pp. 101-102
Variable Selection and Measurement Issues
(Interval Scale)
Dummy Variables
Sample Size
:1 :1

Percentage of Trace

Proceedings of the National Research Conference Northern College 254

 , 2542: 128 146; , 2556: 75 80; Hair et al, 2010:
pp. 96 - 147
Correlation Matrix

Bivariate Relationship Pearson Product Moment Correlation

Coefficient
Multicolinearity Correlation Matrix

Bartlett test of sphericity

H0:
H1:
KMO Kaiser-Meyer-Olkin Measure of Sampling Adequacy MSA (Measure of Sampling
Adequacy) Communality: h2

(Extraction of Initial Factor)

Common Factor Analysis
Alpha Factoring Image Analysis Component Factor Analysis
Principle components factoring Least Squares
Method Maximum Likelihood Method Principle Axis Analysis
Principle components factoring

(Method Rotation)

Factor loading
Graphic Rotation Analytical Rotation Rotation to a Target
Matrix
Orthogonal Rotation Oblique Rotation
Orthogonal Rotation
Varimax

Oblique Rotation

Proceedings of the National Research Conference Northern College 255

 Eigen value:
Percentage of Trace

Kamkankaew (2014: pp. 253 - 259)

Point Likert Scale
brand recognition: RECOG) brand
recall: RECALL) top of mind: TOPMI) brand dominance: DOMIN)
brand familiarity (FAMIL) value: VALUE) brand personality: PERSO) organization
association: ORGAN) quality level: LEVEL) consistent quality: CONSI) category
leader: LEAD) popularity: POPU) innovation: INOVA) price premium: PRICE)
satisfaction: SATIS) recommend: RECOM) loyalty: LOYAL)

Likert Scale
(Interval Scale)

500

- - -

Pearson Product Moment

Correlation Coefficient
r

Multicolinearity Tolerance
VIF (Variance Inflation Factor)
Tolerance
VFI

Proceedings of the National Research Conference Northern College 256

 RECOG 4.16 1.25 -0.63 0.26
RECALL 4.21 1.17 -0.78 0.49
TOPMI 4.15 1.29 -0.62 0.07
DOMIN 4.09 1.43 -0.49 -0.17
FAMIL 4.22 1.22 -0.48 0.19
VALUE 4.19 1.15 -0.55 0.48
PERSO 4.34 1.02 -0.61 0.81
ORGAN 4.36 1.16 -0.60 0.40
LEVEL 4.39 1.04 -0.86 0.92
CONSI 4.41 1.27 -0.46 -0.04
LEAD 4.35 1.26 -0.48 0.12
POPPU 4.28 1.22 -0.49 0.11
INOVA 4.40 1.17 -0.53 0.45
PRICE 4.26 1.36 -0.41 0.13
SATIS 4.38 1.09 -0.63 -0.63
RECOM 4.17 1.31 -0.42 -0.06
LOYAL 4.07 1.27 -0.64 -0.09

KMO Kaiser-Meyer-Olkin Measure of Sampling Adequacy MSA (Measure of Sampling Adequacy)

Bartlett's Test
H0 H1

Proceedings of the National Research Conference Northern College 257

 KMO Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. (KMO) 0.972
Bartlett's Test of Sphericity Approx. Chi-Square 8081.400
df 136
Sig. 0.000

Component Factor Analysis Principle components

factoring Orthogonal Rotation Varimax

Brand Awareness brand Dominance:

DOMIN) brand recognition: RECOG)
brand recall: RECALL) top of mind: TOPMI) 0.727
value: VALUE) brand familiarity (FAMIL) 0.638

Brand Perceived Quality

Popularity: POPU)
Consistent quality: CONSI)
quality level: LEVEL)
organization association: ORGAN
Brand Loyalty
Price premium: PRICE)
recommend: RECOM)
category leader: LEAD)
innovation: INOVA)
Brand personality: PERSO)
loyalty: LOYAL)
satisfaction: SATIS)
0.546

DOMIN 0.806 0.937

RECOG 0.791
RECALL 0.774
TOPMI 0.727
VALUE 0.661
FAMIL 0.638
POPPU 0.753 0.936
LEAD 0.745
CONSI 0.713
INOVA 0.711
LEVEL 0.668
PERSO 0.620
ORGAN 0.598
LOYAL 0.811 0.897
PRICE 0.799
SATIS 0.573
RECOM 0.546

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(2551). Factor Analysis
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:
Hair, Joseph F. Jr., Black, William C., Babin, Barry J. and Anderson, Rolph E. (2010). Multivariate Data Analysis: A Global
Perspective. Pearson Education, Inc., Upper Saddle River, New Jersey, USA. Seventh Edition.
Kamkamkaew, Pongsiri. (2014). -dimension for Customer-Based Brand Equity: the Empirical Study of Local Coffee Bar
in Chiang Mai in Proceeding International Conference on Business and Industrial Research, 253 259. On 15 16 May,
Thai-Nichi Institute of Technology. Bangkok, Thailand.
Kamkamkaew, Pongsiri. (2014).
Documentary Researc in Proceeding the first International Conference on Creative Management 2014,
13 25. On 17 19 September, University of Payao. Payap, Thailand.

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