Pursuit of return	Q29	Do you always expect returns for what you have done?	0.527	0.681		0.554
Pursuit of return	Q30	Do you care more on returns from things you did?	0.527	0.681		0.598
Brand image	Q31	Do you think that this brand of smart phone has a good appearance and design?	0.686	0.925		0.720
	Q32	Do you agree that this brand of smart phone is excellent in terms of its materials and workmanship?	0.692			0.695
	Q33	Is this brand of smart phone equipped with a high-quality camera for you?	0.616			0.630
	Q34	Does this smart phone have great configuration and property?	0.66			0.682
	Q35	Is the screen of this smart phone high-quality?	0.694			0.676
	Q36	Is this brand of smart phone easy and convenient to operate? Does it have practical functions?	0.581			0.584
	Q37	Does this brand of smart phone have strong signal connection?	0.646			0.633
	Q38	It the battery durable?	0.653			0.636
	Q39	Is it designed in an innovative way?	0.654			0.621
	Q40	Is it fashionable?	0.757			0.750
	Q41	Can you feel positive energy from this smart phone?	0.559			0.583
	Q42	Can you feel confidence from using this smart phone?	0.644			0.567
	Q43	Does this smart phone excite you?	0.48			0.509
	Q44	Do you feel a feature of dynamics from the smart phone?	0.63			0.541
	Q45	Can you feel luxury from this smart phone?	0.598			0.517
	Q46	It this smart phone groovy?	0.64			0.622
Brand awareness	Q47	Does the company of this brand put many advertisements and conduct public activities?	0.438		0.763	0.554
	Q48	Is this company highly-praised?	0.591		0.763	0.603
	Q49	Does this company have a strong sense of social responsibility?	0.622			0.576
	Q50	Are the advertisements of this company well-known?	0.527			0.531
	Q51	Does this company pay much attention to customer demand?	0.513			0.631
Brand loyalty	Q52	Are you a loyal customer for this company?	0.727		0.852	0.917
	Q53	Is this brand of products your first choice?	0.774			0.932
	Q54	You won’t choose other brand for the same product, will you?	0.67			0.857