I got across below article due to one of our student used it for the brand loyalty measure.

http://www.palgrave-journals.com/jt/journal/v15/n4/full/5750044a.html

I have a hard time to understand what is the dependent variable in this regression model - I did not find it explicitly mentioned, but it seems like a sum of all loyalty factors. Can it be so? My general logic does not allow me saying I proof my brand loyalty measurement questionnaire is valid if I check factor impact on their sum.

but maybe I am wrong, and I would like to hear other opinions (I reported it to publishers, but no response so far if they did any additional review...). Maybe you find it interesting to dig and share what you find about this paper statistics.

Tanks in advance for your opinions.

http://www.palgrave-journals.com/jt/journal/v15/n4/full/5750044a.html

I have a hard time to understand what is the dependent variable in this regression model - I did not find it explicitly mentioned, but it seems like a sum of all loyalty factors. Can it be so? My general logic does not allow me saying I proof my brand loyalty measurement questionnaire is valid if I check factor impact on their sum.

but maybe I am wrong, and I would like to hear other opinions (I reported it to publishers, but no response so far if they did any additional review...). Maybe you find it interesting to dig and share what you find about this paper statistics.

Tanks in advance for your opinions.

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