| Initial factors, consistency ratio (CR) | 2nd level factors | 3rd level factors | Description | Saaty’s weights |
| X1 brand cognitions, CR = 0.0028 | X11 | Brand recognition | 0.58 | |
| X12 | Brand recall | 0.31 | ||
| X13 | Brand’s past purchase or use | 0.11 | ||
| X2 attitude towards the ad, CR = 0.0350 | X21 advertising ethos, (Saaty’s weight = 0.23) | X211 | Advertising plausibility | 0.30 |
| X212 | Advertising credibility | 0.54 | ||
| X213 | Advertising reliability | 0.16 | ||
| X22 (Saaty’s weight= 0.23) | Information value | 0.23 | ||
| X23 advertising logos (Saaty’s weight = 0.12) | X231 | Advertising validity | 0.35 | |
| X232 | Advertising consistency | 0.65 | ||
| X24 advertising pathos, (Saaty’s weight = 0.42) | X241 | Emotional response to advertising | 0.59 | |
| X242 | Motivation to purchase | 0.16 | ||
| X243 | Advertising targeting | 0.25 | ||
| X3 attitude toward the brand, CR = 0.0410 | X31 | Emotional perception of the brand logo | 0.49 | |
| X32 | Attractiveness of the brand logo | 0.20 | ||
| X33 | Customer approval of brand logo | 0.31 | ||
| Y product benefit assessment, CR = 0.0000 | Y1 | Utilitarian benefits | 0.57 | |
| Y2 | Emotional benefits | 0.29 | ||
| Y3 | Self-expressive benefits | 0.14 | ||