Reliability and convergent validity indicators (Study 2)
| Constructs | Measurement scale items | Factor loadings | CA | CR | AVE |
|---|---|---|---|---|---|
| CBI | Pantene Pro-V gives me a l a strong sense of belonging. | 0.908 | 0.956 | 0.960 | 0.82 |
| Pantene Pro-V embodies what I believe in. | 0.911 | ||||
| Pantene Pro-V is like a part of me | 0.913 | ||||
| Pantene Pro-V has a great deal of meaning for me. | 0.912 | ||||
| I identify strongly with Pantene Pro-V. | 0.905 | ||||
| BSC | Pantene Pro-V reflects who I am. | 0.847 | 0.900 | 0.910 | 0.72 |
| Pantene Pro-V’s values fits well with what I value in life. | 0.850 | ||||
| My personal values match with values of this Pantene Pro-V. | 0.848 | ||||
| People similar to me prefer Pantene Pro-V. | 0.846 | ||||
| BD | Pantene Pro-V is different from other hair care brands. | 0.833 | 0.903 | 0.870 | 0.692 |
| Pantene Pro-V is different from other competing brands. | 0.836 | ||||
| Pantene Pro-V stands out from other competing brands. | 0.828 | ||||
| BL | I am more likely to continue buying Pantene Pro-V in future. | 0.903 | 0.926 | 0.930 | 0.810 |
| I always actively search for Pantene Pro-V to buy it. | 0.905 | ||||
| I intend to remain loyal to Pantene Pro-V. | 0.900 | ||||
| PWM | I am more likely to spread positive word of mouth about Pantene Pro-V. | 0.802 | 0.878 | 0.880 | 0.640 |
| I am less likely to bad-mouth Pantene Pro-V to my friends. | 0.806 | ||||
| I will not recommend Pantene Pro-V to my friends. | 0.798 | ||||
| I will always share positive stories about Pantene Pro-V. | 0.803 | ||||
| SEV | Pantene Pro-V reflects my personality. | 0.912 | 0.936 | 0.940 | 0.830 |
| Pantene Pro-V is an extension of my inner self. | 0.910 | ||||
| Pantene Pro-V mirrors the real me. | 0.908 | ||||
| IGI | Pantene Pro-V to the social ‘role’ I play in society. | 0.836 | 0.878 | 0.880 | 0.71 |
| Pantene Pro-V has a positive impact on what others think of me. | 0.840 | ||||
| Pantene Pro-V improves the way society views me. | 0.843 |
| Constructs | Measurement scale items | Factor loadings | |||
|---|---|---|---|---|---|
| Pantene Pro-V gives me a l a strong sense of belonging. | 0.908 | 0.956 | 0.960 | 0.82 | |
| Pantene Pro-V embodies what I believe in. | 0.911 | ||||
| Pantene Pro-V is like a part of me | 0.913 | ||||
| Pantene Pro-V has a great deal of meaning for me. | 0.912 | ||||
| I identify strongly with Pantene Pro-V. | 0.905 | ||||
| Pantene Pro-V reflects who I am. | 0.847 | 0.900 | 0.910 | 0.72 | |
| Pantene Pro-V’s values fits well with what I value in life. | 0.850 | ||||
| My personal values match with values of this Pantene Pro-V. | 0.848 | ||||
| People similar to me prefer Pantene Pro-V. | 0.846 | ||||
| Pantene Pro-V is different from other hair care brands. | 0.833 | 0.903 | 0.870 | 0.692 | |
| Pantene Pro-V is different from other competing brands. | 0.836 | ||||
| Pantene Pro-V stands out from other competing brands. | 0.828 | ||||
| I am more likely to continue buying Pantene Pro-V in future. | 0.903 | 0.926 | 0.930 | 0.810 | |
| I always actively search for Pantene Pro-V to buy it. | 0.905 | ||||
| I intend to remain loyal to Pantene Pro-V. | 0.900 | ||||
| I am more likely to spread positive word of mouth about Pantene Pro-V. | 0.802 | 0.878 | 0.880 | 0.640 | |
| I am less likely to bad-mouth Pantene Pro-V to my friends. | 0.806 | ||||
| I will not recommend Pantene Pro-V to my friends. | 0.798 | ||||
| I will always share positive stories about Pantene Pro-V. | 0.803 | ||||
| Pantene Pro-V reflects my personality. | 0.912 | 0.936 | 0.940 | 0.830 | |
| Pantene Pro-V is an extension of my inner self. | 0.910 | ||||
| Pantene Pro-V mirrors the real me. | 0.908 | ||||
| Pantene Pro-V to the social ‘role’ I play in society. | 0.836 | 0.878 | 0.880 | 0.71 | |
| Pantene Pro-V has a positive impact on what others think of me. | 0.840 | ||||
| Pantene Pro-V improves the way society views me. | 0.843 |
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