Heterotrait–monotrait ratio (HTMT)
| AV | BA | BL | CE | ECM | SC | |
|---|---|---|---|---|---|---|
| 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 |
| AV | BA | BL | CE | ECM | SC | |
|---|---|---|---|---|---|---|
| 0.435 | ||||||
| 0.688 | 0.565 | |||||
| 0.667 | 0.591 | 0.744 | ||||
| 0.883 | 0.538 | 0.863 | 0.781 | |||
| 0.695 | 0.369 | 0.841 | 0.762 | 0.837 |
AV = Advertising value; BA = Brand authenticity; BL = Brand love; CE = Customer engagement; ECM = Ephemeral content marketing; SC = Self-brand connection
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