Table 3. Heterotrait–monotrait ratio...

Table 3.

Heterotrait–monotrait ratio (HTMT)

	AV	BA	BL	CE	ECM
AV
BA	0.435
BL	0.688	0.565
CE	0.667	0.591	0.744
ECM	0.883	0.538	0.863	0.781
SC	0.695	0.369	0.841	0.762	0.837

Notes:

AV = Advertising value; BA = Brand authenticity; BL = Brand love; CE = Customer engagement; ECM = Ephemeral content marketing; SC = Self-brand connection

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