Studies 1–3: Psychometric properties of the measures
| Study 1 | Study 2 | |||
|---|---|---|---|---|
| Constructs | Loadings | AVE (α) | Loadings | AVE (α) |
| Purchase intentions | ||||
| I would consider buying this [product] | 0.909 | 0.83 (0.93) | 0.855 | 0.78 (0.90) |
| I would recommend this [product] to friends | 0.920 | 0.866 | ||
| I would likely make this [product] bottle one of my first choices in this product category | 0.951 | 0.933 | ||
| I would exert a great deal of effort to purchase this [product] | 0.881 | 0.855 | ||
| Perceived brand adaptability | ||||
| This brand renews itself | 0.968 | 0.93 (0.92) | 0.954 | 0.90 (0.89) |
| This brand knows how to reinvent itself | 968 | 0.954 | ||
| Perceived product quality | ||||
| This is a high quality [product] | 0.931 | 0.86 (0.85) | 0.971 | 0.94 (0.94) |
| This is a superior [product] | 0.931 | 0.971 | ||
| Perceived brand innovativeness | 0.895 | 0.79 (0.91) | ||
| This brand is very innovative in its industry | – | – | 0.864 | |
| This brand challenges existing market ideas | – | 0.879 | ||
| This brand brings new ideas to its market | – | 0.919 | ||
| This brand is creative | – | |||
| Perception of a change in the production process | ||||
| The way this [product] has been produced is new to the company | 0.920 | 0.85 (0.92) | 0.934 | 0.84 (0.90) |
| The company has produced this [product] using a method that is unusual to them | 0.933 | 0.889 | ||
| The way this [product] has been produced is really different from the traditional method used by the brand | 0.927 | 0.933 | ||
| Study 1 | Study 2 | |||
|---|---|---|---|---|
| Constructs | Loadings | AVE (α) | Loadings | AVE (α) |
| I would consider buying this [product] | 0.909 | 0.83 (0.93) | 0.855 | 0.78 (0.90) |
| I would recommend this [product] to friends | 0.920 | 0.866 | ||
| I would likely make this [product] bottle one of my first choices in this product category | 0.951 | 0.933 | ||
| I would exert a great deal of effort to purchase this [product] | 0.881 | 0.855 | ||
| This brand renews itself | 0.968 | 0.93 (0.92) | 0.954 | 0.90 (0.89) |
| This brand knows how to reinvent itself | 968 | 0.954 | ||
| This is a high quality [product] | 0.931 | 0.86 (0.85) | 0.971 | 0.94 (0.94) |
| This is a superior [product] | 0.931 | 0.971 | ||
| 0.895 | 0.79 (0.91) | |||
| This brand is very innovative in its industry | – | – | 0.864 | |
| This brand challenges existing market ideas | – | 0.879 | ||
| This brand brings new ideas to its market | – | 0.919 | ||
| This brand is creative | – | |||
| The way this [product] has been produced is new to the company | 0.920 | 0.85 (0.92) | 0.934 | 0.84 (0.90) |
| The company has produced this [product] using a method that is unusual to them | 0.933 | 0.889 | ||
| The way this [product] has been produced is really different from the traditional method used by the brand | 0.927 | 0.933 | ||
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.