Examine whether the data provides evidence of significant differences in the evaluations of the four brand alliances. Comment on the pattern of any identified significant differences.

You are required to –

• Part 1 – Comment on the summary statistics, including the main distribution characteristics, of the Evaluation_AB variable.

• Part 2 –

o Determine whether the expectation that female respondents have evaluated the brand alliance between htc and Swatch higher than male respondents is supported.

o Examine whether the data provides evidence of significant differences in the evaluations of the four brand alliances. Comment on the pattern of any identified significant differences.

• Part 3 – Using attitudes towards the two parent brands, product fit and the sixe types of brand fit as predictors develop the ‘best’ model to explain/predict evaluation of the brand alliance.