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AnzahlProdukte
DM1
Mann-Whitney U 11247,000Wilcoxon W 29392,000Z –2,190Asymp. Sig. (2-tailed) ,029
Klarheit Anzieh.kraftinneres Bild inneres Bild
DM1 DM1
Mann-Whitney U 8325,000 9302,000Wilcoxon W 23725,000 24527,000Z –4,522 –3,204Asymp. Sig. (2-tailed) ,000 ,001
Anhang
Teil 1: Ergebnisse der Nullmessung und Hauptstudie
Anhang 1: Mann-Whitney-U-Test zum Bekanntheitsgrad der Gruppe schwachervs. starker Dachmarken
Anhang 2: Mann-Whitney-U-Test zur Klarheit und Anziehungskraft des innerenBildes der Gruppe schwacher vs. starker Dachmarken
Anhang 3: Mann-Whitney-U-Test zur Portfolio-Bekanntheit der Gruppe schwa-cher vs. starker Dachmarken
Test Statisticsa
a Grouping Variable: DM1-Stärke (stark/schwach)
Kennen Siedie DM1
Mann-Whitney U 11958,000Wilcoxon W 30873,000Z –3,280Asymp. Sig. (2-tailed) ,001
Test Statisticsa
a Grouping Variable: DM1-Stärke (stark/schwach)
Test Statisticsa
a Grouping Variable: DM1-Stärke (stark/schwach)
164 Anhang
Anhang 4: Mann-Whitney-U-Test zur Einstellung der Gruppe schwacher vs.starker Dachmarken
Anhang 5: Mann-Whitney-U-Tests zur Sortimentsbreite, Anzahl von Produktenim Sortiment (Skala) und zur offenen Frage zur Zahl der Produkte derGruppe Generalisten vs. Spezialisten
Anhang 6: Wilcoxon-Test zur Einstellungsveränderung bei schwachen Dach-marken in Kombination mit starken Produktmarken
Einstellung
Mann-Whitney U 4964,500Wilcoxon W 12714,500Z –7,114Asymp. Sig. (2-tailed) ,000
Test Statisticsa
a Grouping Variable: DM-Stärke (stark/schwach)
Vergleichs-variable für
MWU-change
Z –9,607a
Asymp. Sig. (2-tailed) ,000
Test Statisticsb
a Based on positive ranks.b Wilcoxon Signed Ranks Test
Skala wenigeSort. breite vs. viele offene Zahleng vs. breit Produkte Produkte
Mann-Whitney U 61277,000 102489,500 59523,500Wilcoxon W 173378,000 209905,500 165093,500Z –12,375 –1,837 –11,278Asymp. Sig. (2-tailed) ,000 ,066 ,000
Test Statisticsa
a Grouping Variable: Breite Generalist vs. Spezialist
Anhang 165
Anhang 7: Wilcoxon-Test zur Einstellungsveränderung bei schwachen Dach-marken in Kombination mit schwachen Produktmarken
Anhang 8: Wilcoxon-Test zur Einstellungsveränderung bei starken Dachmarkenin Kombination mit starken Produktmarken
Anhang 9: Wilcoxon-Test zur Einstellungsveränderung bei starken Dachmarkenin Kombination mit schwachen Produktmarken
Vergleichs-variable für
MWU-change
Z –1,789a
Asymp. Sig. (2-tailed) ,074
Test Statisticsb
a Based on positive ranks.b Wilcoxon Signed Ranks Test
Vergleichs-variable für
MWU-change
Z –1,299a
Asymp. Sig. (2-tailed) ,194
Test Statisticsb
a Based on positive ranks.b Wilcoxon Signed Ranks Test
Vergleichs-variable für
MWU-change
Z –5,070a
Asymp. Sig. (2-tailed) ,000
Test Statisticsb
a Based on positive ranks.b Wilcoxon Signed Ranks Test
166 Anhang
Anhang 10: Mann-Whitney-U-Test zur wahrgenommenen Passung bei Gruppenhohen vs. geringen Fits
Anhang 11a: Mann-Whitney-U-Test zur Einstellungsveränderung bei Gruppen hohenvs. geringen Fits
Anhang 11b: Median-Test zur Einstellungsveränderung in Abhängigkeit der Passung
Test Statisticsa
a Grouping Variable: Fit hoch vs. gering
Passung
Mann-Whitney U 82161,000Wilcoxon W 198564,000Z –7,902Asymp. Sig. (2-tailed) ,000
Test Statisticsa
a Grouping Variable: Fit hoch vs. gering
change
Mann-Whitney U 101929,500Wilcoxon W 314030,500Z –2,417Asymp. Sig. (2-tailed) ,016
Test Statisticsb
a 0 cells (,0%) have exoected frequencies less than 5. The minimum expectedcell frequency is 28,0.
b Grouping Variable: Passung
change
N 943Median ,15119Chi-square 19,338a
df 6Asymp. Sig. ,004
Anhang 167
Anhang 12: Mann-Whitney-U-Test zur Einstellungsveränderung bei starken vs.schwachen Dachmarken in Abhängigkeit des Fits
Anhang 13: Mann-Whitney-U-Test zur Einstellungsveränderung bei Generalistenvs. Spezialisten in Abhängigkeit des Fits
Anhang 14: Mann-Whitney-U-Test zur Passung bei Anzeigen ohne vs. mit kom-munikativem Rahmen
Test Statisticsa
a Grouping Variable: Rahmen ohne vs. mit
Passung
Mann-Whitney U 101165,500Wilcoxon W 220481,500Z –3,416Asymp. Sig. (2-tailed) ,001
Test Statisticsa
a Grouping Variable: Fit hoch vs. gering
DM stark vs. schwach change
stark Mann-Whitney U 24061,000Wilcoxon W 53222,000Z –2,694Asymp. Sig. (2-tailed) ,007
schwach Mann-Whitney U 26725,500Wilcoxon W 53753,500Z –,828Asymp. Sig. (2-tailed) ,408
Test Statisticsa
a Grouping Variable: Fit hoch vs. gering
Breite Generalist change
Generalist Mann-Whitney U 27225,000Wilcoxon W 54486,000Z –,340Asymp. Sig. (2-tailed) ,734
schwach Mann-Whitney U 23616,500Wilcoxon W 52536,500Z –3,135Asymp. Sig. (2-tailed) ,002
168 Anhang
Anhang 15: Kruskal-Wallis-Test zur Post-Sortimentsbreite in Abhängigkeit zurPre-Sortimentsbreite
Anhang 16: Kruskal-Wallis-Test zur Qualitätseinschätzung bei schwachen Dach-marken in Abhängigkeit der Produktmarkenstärke
Anhang 17: Kruskal-Wallis-Test zum Gefallen der Anzeige in Abhängigkeit derPassung
Test Statisticsa,b
a Kruskal Wallis Test
Post-Breite
Chi-Square 184,371df 6Asymp. Sig. ,000
Test Statisticsa,b
a Kruskal Wallis Testb Grouping Variable: change
Post-Qual.einschätzung
Chi-Square 117,983df 4Asymp. Sig. ,000
Test Statisticsa,b
a Kruskal Wallis Testb Grouping Variable: Passung
ScoreGefallen
Chi-Square 67,949df 6Asymp. Sig. ,000
Anhang 169
Teil 2: Verwendete Anzeigen in den Studien
Anhang 18: Anzeigen für die beiden starken Dachmarken
170 Anhang
Anhang 19: Anzeigen für die beiden schwachen Dachmarken