Varimax rotation is often used in surveys to see how
groupings of items measure the same concept [22]. A
factor loading of greater than or equal to 0.5 was used as
the benchmark to include items in a factor. The percentage
of the variance explained was 63.21% for PPR, 66.89% for
customer loyalty, 69.29% for brand image and 62.7% for
altruistic motives (Table 1). Variances greater than 0.6 are
considered satisfactory.