Correlation matrix and discriminant validity – Studies 1 and 2
| Study 1 | CBI | SEV | BD | IGI | BL | PWM | BSC |
|---|---|---|---|---|---|---|---|
| CBI | 0.836 | – | – | – | – | – | – |
| SEV | 0.625** | 0.860 | – | – | – | – | – |
| BD | 0.367** | 0.338** | 0.806 | – | – | – | – |
| IGI | 0.302** | 0.302** | 0.483** | 0.819 | – | – | – |
| BL | 0.277** | 0.337** | 0.346** | 0.313** | 0.824 | – | – |
| PWM | 0.300** | 0.317** | 0.365** | 0.526** | 0.448** | 0.867 | – |
| BSC | 0.396** | 0.488** | 0.297** | 0.267** | 0.435** | 0.405** | 0.843 |
| Study 2 | |||||||
| CBI | 0.906 | – | – | – | – | – | – |
| SEV | 0.471** | 0.849 | – | – | – | – | – |
| BD | 0.631** | 0.488** | 0.832 | – | – | – | – |
| IGI | 0.074 | 0.170* | 0.701** | 0.900 | – | – | – |
| BL | 0.474** | 0.473** | 0.208** | 0.320** | 0.800 | – | – |
| PWM | −0.014 | 0.008 | 0.234** | 0.433** | 0.328** | 0.911 | – |
| BSC | −0.005 | 0.127* | 0.058 | 0.244** | 0.234** | 0.303** | 0.843 |
| Study 1 | |||||||
|---|---|---|---|---|---|---|---|
| – | – | – | – | – | – | ||
| 0.625 | – | – | – | – | – | ||
| 0.367 | 0.338 | – | – | – | – | ||
| 0.302 | 0.302 | 0.483 | – | – | – | ||
| 0.277 | 0.337 | 0.346 | 0.313 | – | – | ||
| 0.300 | 0.317 | 0.365 | 0.526 | 0.448 | – | ||
| 0.396 | 0.488 | 0.297 | 0.267 | 0.435 | 0.405 | ||
| – | – | – | – | – | – | ||
| 0.471 | – | – | – | – | – | ||
| 0.631 | 0.488 | – | – | – | – | ||
| 0.074 | 0.170 | 0.701 | – | – | – | ||
| 0.474 | 0.473 | 0.208 | 0.320 | – | – | ||
| −0.014 | 0.008 | 0.234 | 0.433 | 0.328 | – | ||
| −0.005 | 0.127 | 0.058 | 0.244 | 0.234 | 0.303 | ||
: **Correlation is significant at the 0.01 level (two-tailed). *. Correlation is significant at the 0.05 level (two-tailed). CBI = consumer brand identification; BSC= brand-self congruity; SEV = self-expressive value; BD = brand distinctiveness; IGI = in-group social identity; BL = Brand loyalty; PWM = positive word of mouth
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.