Table 5. Means, standard deviations and...

Table 5.

Means, standard deviations and discriminant validity (Fornell–Larcker criterion)

Total observations (n = 404)
Measures	MEAN	SD	BCL	BCO	PBG	PBL	PIN	PQ
BCL	4.712	1.610	0.931
BCO	4.801	1.613	0.588	0.924
PBG	4.782	1.748	0.368	0.639	0.895
PBL	3.975	1.595	0.180	0.108	−0.167	0.911
PIN	4.797	1.769	0.575	0.833	0.646	0.140	0.959
PQ	4.758	1.572	0.571	0.867	0.716	0.038	0.857	0.960

Total observations (n = 404)
Measures	MEAN	SD	BCL	BCO	PBG	PBL	PIN	PQ
BCL	4.712	1.610	0.931
BCO	4.801	1.613	0.588	0.924
PBG	4.782	1.748	0.368	0.639	0.895
PBL	3.975	1.595	0.180	0.108	−0.167	0.911
PIN	4.797	1.769	0.575	0.833	0.646	0.140	0.959
PQ	4.758	1.572	0.571	0.867	0.716	0.038	0.857	0.960

Note(s): PBG = Perceived Brand Globalness. PBL = Perceived Brand Localness. BCO = Brand Consistency. BCL = Brand Clarity. PQ = Perceived Quality. Pin = Purchase Intention. Bold figures on the diagonal show the square root of the average variances extracted AVEs; numbers below the diagonal represent the squared inter-construct correlations

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