Convergent and discriminant validity
| Variables | Cronbach’s alpha | Composite reliability | AVE | |
|---|---|---|---|---|
| 1 | Emotional marketing | 0.914 | 0.91 | 0.558 |
| 2 | Consumer happiness | 0.934 | 0.922 | 0.561 |
| 3 | Brand self-connection | 0.931 | 0.909 | 0.623 |
| 4 | Purchase intention | 0.839 | 0.756 | 0.635 |
| Variables | Cronbach’s alpha | Composite reliability | ||
|---|---|---|---|---|
| 1 | Emotional marketing | 0.914 | 0.91 | 0.558 |
| 2 | Consumer happiness | 0.934 | 0.922 | 0.561 |
| 3 | Brand self-connection | 0.931 | 0.909 | 0.623 |
| 4 | Purchase intention | 0.839 | 0.756 | 0.635 |
| HTMT criterion | Fornell−Larcker criterion | |||||||||
| 1 | 2 | 3 | 4 | 1 | 2 | 3 | 4 | |||
| 1 | Emotional marketing | – | 0.747 | |||||||
| 2 | Consumer happiness | 0.84 | – | 0.656 | 0.749 | |||||
| 3 | Brand self-connection | 0.698 | 0.66 | – | 0.644 | 0.623 | 0.789 | |||
| 4 | Purchase intention | 0.808 | 0.815 | 0.696 | – | 0.67 | 0.795 | 0.683 | 0.797 | |
| Fornell−Larcker criterion | ||||||||||
| 1 | 2 | 3 | 4 | 1 | 2 | 3 | 4 | |||
| 1 | Emotional marketing | – | ||||||||
| 2 | Consumer happiness | 0.84 | – | 0.656 | ||||||
| 3 | Brand self-connection | 0.698 | 0.66 | – | 0.644 | 0.623 | ||||
| 4 | Purchase intention | 0.808 | 0.815 | 0.696 | – | 0.67 | 0.795 | 0.683 | ||
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