Reliability and convergent validity indicators (Study 1)
| Constructs | Measurement scale items | Factor loadings | CA | CR | AVE |
|---|---|---|---|---|---|
| CBI | SheaMoisture gives me a l a strong sense of belonging. | 0.813 | 0.918 | 0.920 | 0.700 |
| SheaMoisture embodies what I believe in. | 0.868 | ||||
| SheaMoisture is like a part of me | 0.866 | ||||
| SheaMoisture has a great deal of meaning for me. | 0.850 | ||||
| I identify strongly with SheaMoisture. | 0.789 | ||||
| BSC | SheaMoisture reflects who I am. | 0.740 | 0.919 | 0.920 | 0.74 |
| SheaMoisture’s values fits well with what I value in life. | 0.833 | ||||
| My personal values match with values of this SheaMoisture. | 0.942 | ||||
| People similar to me prefer SheaMoisture. | 0.915 | ||||
| BD | SheaMoisture is different from other hair care brands. | 0.808 | 0.847 | 0.850 | 0.650 |
| SheaMoisture is different from other competing brands. | 0.800 | ||||
| SheaMoisture stands out from other competing brands. | 0.803 | ||||
| BL | I am more likely to continue buying SheaMoisture in future. | 0.749 | 0.856 | 0.860 | 0.670 |
| I always actively search for SheaMoisture to buy it. | 0.817 | ||||
| I intend to remain loyal to SheaMoisture. | 0.878 | ||||
| PWM | I am more likely to spread positive word of mouth about SheaMoisture. | 0.772 | 0.889 | 0.890 | 0.680 |
| I am less likely to bad-mouth SheaMoisture to my friends. | 0.808 | ||||
| I will not recommend SheaMoisture to my friends. | 0.870 | ||||
| I will always share positive stories about SheaMoisture. | 0.844 | ||||
| SEV | SheaMoisture reflects my personality. | 0.897 | 0.898 | 0.900 | 0.750 |
| SheaMoisture is an extension of my inner self. | 0.884 | ||||
| SheaMoisture mirrors the real me. | 0.848 | ||||
| IGI | SheaMoisture to the social ‘role’ I play in society. | 0.840 | 0.864 | 0.880 | 0.710 |
| SheaMoisture has a positive impact on what others think of me. | 0.842 | ||||
| SheaMoisture improves the way society views me. | 0.843 |
| Constructs | Measurement scale items | Factor loadings | |||
|---|---|---|---|---|---|
| SheaMoisture gives me a l a strong sense of belonging. | 0.813 | 0.918 | 0.920 | 0.700 | |
| SheaMoisture embodies what I believe in. | 0.868 | ||||
| SheaMoisture is like a part of me | 0.866 | ||||
| SheaMoisture has a great deal of meaning for me. | 0.850 | ||||
| I identify strongly with SheaMoisture. | 0.789 | ||||
| SheaMoisture reflects who I am. | 0.740 | 0.919 | 0.920 | 0.74 | |
| SheaMoisture’s values fits well with what I value in life. | 0.833 | ||||
| My personal values match with values of this SheaMoisture. | 0.942 | ||||
| People similar to me prefer SheaMoisture. | 0.915 | ||||
| SheaMoisture is different from other hair care brands. | 0.808 | 0.847 | 0.850 | 0.650 | |
| SheaMoisture is different from other competing brands. | 0.800 | ||||
| SheaMoisture stands out from other competing brands. | 0.803 | ||||
| I am more likely to continue buying SheaMoisture in future. | 0.749 | 0.856 | 0.860 | 0.670 | |
| I always actively search for SheaMoisture to buy it. | 0.817 | ||||
| I intend to remain loyal to SheaMoisture. | 0.878 | ||||
| I am more likely to spread positive word of mouth about SheaMoisture. | 0.772 | 0.889 | 0.890 | 0.680 | |
| I am less likely to bad-mouth SheaMoisture to my friends. | 0.808 | ||||
| I will not recommend SheaMoisture to my friends. | 0.870 | ||||
| I will always share positive stories about SheaMoisture. | 0.844 | ||||
| SheaMoisture reflects my personality. | 0.897 | 0.898 | 0.900 | 0.750 | |
| SheaMoisture is an extension of my inner self. | 0.884 | ||||
| SheaMoisture mirrors the real me. | 0.848 | ||||
| SheaMoisture to the social ‘role’ I play in society. | 0.840 | 0.864 | 0.880 | 0.710 | |
| SheaMoisture has a positive impact on what others think of me. | 0.842 | ||||
| SheaMoisture improves the way society views me. | 0.843 |
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