Effect of Product Categories on Brand Attachment, Perceived Brand Value, and Brand Loyalty including descriptive statistics

The data were collected through an online survey conducted by Cross Marketing Inc. The company surveyed consumers who felt attachment to a specific brand across all prefectures in Japan from March 16 to 22, 2021. An additional survey was conducted from May 12 to 19, 2021. In the screening survey, participants were asked about their gender, age, prefecture of residence, whether they had a brand to which they felt attachment, and whether that brand was categorized as a higher-priced and visible product, higher-priced and non-visible product, lower-priced and visible product, or lower-priced and non-visible product. In the main survey, Q1 required open-ended responses, while Q2 and Q3 were matrix-format questions rated on a 1 to 7 scale (1 = strongly disagree to 7 = strongly agree). To prevent carryover effects, the items in Q2 and Q3 were presented in a random order within each matrix. An examination of the skewness and kurtosis of response distributions revealed deviations in all categories. Consequently, participants whose responses to any item in Q2 and Q3 exceeded ±3 standard deviations from the mean were identified as outliers and excluded from the analysis.