Table 1

Assessment of reliability and validity of the constructs in the model

ConstructsItemCronbach’s alphaComposite reliabilityAverage variance extractedFactor loadings
Brand awareness 0.6280.6790.43 
BA3Features of the Samsung mobile phone quickly come up in my mind   0.45
BA5I think of the Samsung mobile phone first among many mobile phones   0.80
BA7I think the Samsung mobile phone is a leader in the mobile phone industry   0.80
Brand image 0.7920.8180.43 
BI1Using the Samsung mobile phone makes me feel superior   0.63
BI2The Samsung mobile phone represents efficiency   0.71
BI3Compared with other mobile phones, the brand image of Samsung mobile phone is unique   0.52
BI4I have a good impression of the overall image of the Samsung mobile phone   0.68
BI6I trust the Samsung mobile phone   0.72
Perceived quality 0.8910.8900.54 
PQ1The quality of the Samsung mobile phone is extremely high   0.79
PQ2The Samsung mobile phone has consistent quality   0.74
PQ3The Samsung mobile phone has an acceptable standard of quality   0.66
PQ4The performance of Samsung mobile phone is high   0.74
PQ5The Samsung mobile phone consistently performs well   0.77
PQ6The reliability of Samsung mobile phone is high   0.77
PQ7The quality of Samsung mobile phone is higher in comparison to other phones   0.66
Brand satisfaction 0.9390.9350.71 
BS1I am very satisfied with the performance of the Samsung mobile phone   0.82
BS2I am very happy with the Samsung mobile phone   0.88
BS3The Samsung mobile phone does a good job in satisfying my needs   0.78
BS4I believe that buying the Samsung mobile phone was the right decision   0.86
BS5I am satisfied with my decision to purchase the Samsung mobile phone   0.86
BS6Overall, I am satisfied with the Samsung mobile phone   0.84
Brand love 0.9280.9260.68 
BLOV1The Samsung mobile phone makes me feel good   0.84
BLOV2I love the Samsung mobile phone brand   0.84
BLOV3The Samsung mobile phone is awesome   0.88
BLOV4I am passionate about the Samsung mobile phone   0.86
BLOV5I am attached to the Samsung mobile phone   0.79
BLOV6I love the features of the Samsung mobile phone   0.74
Source(s): Author’s own creation
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