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By means of a chi-square goodness-of-fit test66, it is first examined whether the distribution of the characteristic values for the attributes that describe the luxury brand (i.e. age, affiliation, product category and geographical reach) differs if one compares the luxury brands that collaborate with the arts (luxury brands with art) with those that do not collaborate with the arts (luxury brands without art).
66 The chi-square goodness-of-fit test is commonly used to appraise how well a given statistical model reflects empirically observable data.
When one compares, though, the geographical distribution of the luxury brands with art with that of the luxury brands without art by means of a chi-square goodness-of-fit test, it can be concluded that both samples do not differ significantly as regards the attribute 'country of origin' (p =
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