Table 5. R square Variables R -square R...

Table 5.

R square

Variables	R-square	R-square adjusted
AV	0.625	0.624
BA	0.283	0.282
BL	0.671	0.669
CE	0.617	0.615
SC	0.602	0.602

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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