Simple Linear Regression Model (R2)

Simple Linear Regression Model
Simple linear regression analysis was used to test hypotheses 1, 2 and 3. The influence of either advertising, word of mouth or sales promotion on consumer brand preference for mobile phone services was tested using simple linear regression. As pointed out by Field (2009), simple regression analysis shows how the criterion variable is explained by one dependent variable. Namada (2013), for instance, had used this method to indicate how the change in a firm performance is explained by strategic planning systems. In regression analysis, the coefficient of determination (R2) was used to show the change in consumer brand preference explained by either advertising, word of mouth or sales promotion. P value and t statistic were used to establish the significance of the coefficients (Field, 2009); while the F statistic was used to

This regression method was also successfully used by Gathenya (2012) in explaining the moderating effect of strategic management process elements on entrepreneurial strategic planning practices and firms performance among women-led small and medium enterprises in Kenya. Moderation was tested by examining the interaction effect between independent variable and moderator and whether the interaction effect is significant in predicting the outcome. To test hypothesis 4, a hierarchical moderated multiple regression model, as shown in Model 2, was used to test and specify the moderating effect of a consumer’s gender, age or age on the relationship between advertising, word of mouth or sales promotion and consumer brand preference. The moderated multiple regression model was represented by the following