Table A1. Scale items, factor analysis...

Table A1.

Scale items, factor analysis and reliabilities

Construct	Items	Study 1	Study 2	Study 3	Study 4
Sincerity	Cronbach’s alpha	0.902	0.888	0.874	0.910
	Insincere–sincere	0.895	0.820	0.843	0.868
	Dishonest–honest	0.921	0.874	0.885	0.897
	Manipulative–not manipulative	0.843	0.880	0.800	0.890
	Suspicious–hot suspicious	0.875	0.890	0.889	0.902
Authenticity	Cronbach’s alpha	0.871	0.933	0.945	0.949
	Authentic	0.922	0.965	0.958	0.967
	Genuine	0.944	0.950	0.954	0.965
	Original	0.812	0.905	0.938	0.931
WOM	Cronbach’s alpha	0.956	0.958	0.937	0.964
	I would be interested in sharing information about the brand	0.946	0.959	0.923	0.959
	I would be willing to spread word of mouth about the brand on the internet	0.968	0.962	0.951	0.975
	I would be willing to share information about the brand on social media	0.962	0.961	0.954	0.966
Brand attitude	Cronbach’s alpha	0.977	0.961	0.945	0.972
	Unappealing–appealing	0.978	0.973	0.954	0.972
	Unattractive–attractive	0.976	0.955	0.934	0.975
	Dislike–like	0.978	0.964	0.960	0.973
Purchase intention	Cronbach’s alpha	0.978	0.942	0.967	0.960
	Unlikely–likely	0.983	0.966	0.977	0.965
	Improbable–probable	0.978	0.960	0.966	0.971
	Uncertain–certain	0.974	0.913	0.964	0.954
Self-brand connection	Cronbach’s alpha	NA	NA	0.978	NA
	This brand reflects who I am			0.948
	I identify with this brand			0.942
	I consider this brand to be “me” (it reflects who I consider myself to be or the way that I want to present myself to others)			0.952
	I feel a personal connection to this brand			0.957
	I think this brand helps me become the type of person I want to be			0.918
	I use this brand to communicate who I am to other people			0.931
	This brand suits me well			0.934

Construct	Items	Study 1	Study 2	Study 3	Study 4
Sincerity	Cronbach’s alpha	0.902	0.888	0.874	0.910
	Insincere–sincere	0.895	0.820	0.843	0.868
	Dishonest–honest	0.921	0.874	0.885	0.897
	Manipulative–not manipulative	0.843	0.880	0.800	0.890
	Suspicious–hot suspicious	0.875	0.890	0.889	0.902
Authenticity	Cronbach’s alpha	0.871	0.933	0.945	0.949
	Authentic	0.922	0.965	0.958	0.967
	Genuine	0.944	0.950	0.954	0.965
	Original	0.812	0.905	0.938	0.931
WOM	Cronbach’s alpha	0.956	0.958	0.937	0.964
	I would be interested in sharing information about the brand	0.946	0.959	0.923	0.959
	I would be willing to spread word of mouth about the brand on the internet	0.968	0.962	0.951	0.975
	I would be willing to share information about the brand on social media	0.962	0.961	0.954	0.966
Brand attitude	Cronbach’s alpha	0.977	0.961	0.945	0.972
	Unappealing–appealing	0.978	0.973	0.954	0.972
	Unattractive–attractive	0.976	0.955	0.934	0.975
	Dislike–like	0.978	0.964	0.960	0.973
Purchase intention	Cronbach’s alpha	0.978	0.942	0.967	0.960
	Unlikely–likely	0.983	0.966	0.977	0.965
	Improbable–probable	0.978	0.960	0.966	0.971
	Uncertain–certain	0.974	0.913	0.964	0.954
Self-brand connection	Cronbach’s alpha	NA	NA	0.978	NA
	This brand reflects who I am			0.948
	I identify with this brand			0.942
	I consider this brand to be “me” (it reflects who I consider myself to be or the way that I want to present myself to others)			0.952
	I feel a personal connection to this brand			0.957
	I think this brand helps me become the type of person I want to be			0.918
	I use this brand to communicate who I am to other people			0.931
	This brand suits me well			0.934

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