Discriminant validity
| Constructs | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Brand awareness | (0.844) | ||||
| Customer’s experience | 0.440 | (0.731) | |||
| Perceived value | 0.685 | 0.073 | (0.808) | ||
| Purchase intentions | 0.690 | 0.428 | 0.405 | (0.773) | |
| SMI’s endorsement | 0.743 | 0.317 | 0.352 | 0.515 | (0.770) |
| Constructs | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Brand awareness | |||||
| Customer’s experience | 0.440 | ||||
| Perceived value | 0.685 | 0.073 | |||
| Purchase intentions | 0.690 | 0.428 | 0.405 | ||
| SMI’s endorsement | 0.743 | 0.317 | 0.352 | 0.515 |
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