Perceived Value, Brand Attachment, and Behavioral Intentions for Brand Loyalty

The data was collected by Cross Marketing Inc. through an Internet survey. The company surveyed consumers, who feel an attachment to a particular brand, from all prefectures in Japan from March 16 to 22, 2021. The company conducted an additional survey between May 12 and 19, 2021. In the main survey, all items were rated on a one-to-seven scale and randomly placed within each matrix to prevent carryover effects. Participants with values greater than 3σ or less than -3σ from the means in any question, which were considered outliers, were removed because skewness and kurtosis were identified in every category.

本数据集由Cross Marketing Inc.通过互联网调研收集。该公司于2021年3月16日至22日，面向日本全国所有都道府县中对特定品牌抱有情感联结的消费者开展主调研，并于2021年5月12日至19日追加开展补充调研。在主调研中，所有调研条目均采用1至7分的计分尺度进行评分，且各条目在问卷矩阵中随机排布，以避免残留效应（carryover effects）的产生。鉴于所有分类中均检测到偏度与峰度异常，研究团队将任一题目中得分偏离均值超过±3σ的参与者判定为异常值并予以剔除。