Table A3 Descriptive statistics of...

Table A3

Descriptive statistics of measurement scale

Constructs and items	λ	AVE	CR	α
PCSR – Consumer philanthropic CSR perception		0.817	0.947	0.925
PCSR1 – I believe that Hongxing Erke company is concerned to respect and protect natural environment	0.904
PCSR2 – I believe that Hongxing Erke company actively sponsors or finances social events (music, sports, fiesta, festivals, etc.)	0.896
PCSR3 – I believe that Hongxing Erke company directs part of its budget to donations and social works favoring the disadvantaged.	0.903
PCSR4 – I believe that Hongxing Erke company is concerned to improve general well-being of society.	0.913
SUP – CSR support		0.828	0.951	0.931
SUP1 – I believe that businesses must make efforts to behave in a socially responsible manner.	0.914
SUP2 – I would be more likely to consider purchasing a brand with a high philanthropic reputation like Hongxing Erke when shopping.	0.890
SUP3 – I would pay more to buy products from brands like Hongxing Erke that show care for the well-being of our society.	0.920
SUP4 – If the price and quality of two products are the same, I would buy from Hongxing Erke which has a socially responsible reputation.	0.915
REP – Corporate reputation		0.875	0.955	0.929
REP1 – Hongxing Erke is one of the best in the sector.	0.947
REP2 – Hongxing Erke is well established.	0.933
REP3 – Hongxing Erke is well respected.	0.920
FIT – CSR-Brand fit		0.867	0.951	0.923
FIT1 – CSR activity fits into this brand.	0.935
FIT2 – CSR activity fits well with its industry characteristics.	0.929
FIT3 – CSR activity is related to the brand’s industry characteristics.	0.930
PRE – Brand preference		0.879	0.956	0.931
PRE1 – I like Hongxing Erke more than any other brand of sport.	0.954
PRE2 – When it comes to making a purchase of sports goods, Hongxing Erke is my first preference.	0.939
PRE3 – I consider Hongxing Erke to be my primary source of sports goods brand.	0.920
CCB – Customer citizenship behavior		0.786	0.957	0.946
CCB1 – I would like to refer fellow students, coworkers or peers to the Hongxing Erke.	0.853
CCB2 – I would like to refer my family to the Hongxing Erke.	0.884
CCB3 – I would recommend Hongxing Erke to people interested in the sports products.	0.896
CCB4 – I would like to help others with their shopping in Hongxing Erke.	0.887
CCB5 – I would like to fill out the Hongxing Erke customer satisfaction survey or provide feedback to customer service.	0.897
CCB6 – I would like to inform Hongxing Erke about the great service received by an individual employee.	0.903

Constructs and items	λ	AVE	CR	α
PCSR – Consumer philanthropic CSR perception		0.817	0.947	0.925
PCSR1 – I believe that Hongxing Erke company is concerned to respect and protect natural environment	0.904
PCSR2 – I believe that Hongxing Erke company actively sponsors or finances social events (music, sports, fiesta, festivals, etc.)	0.896
PCSR3 – I believe that Hongxing Erke company directs part of its budget to donations and social works favoring the disadvantaged.	0.903
PCSR4 – I believe that Hongxing Erke company is concerned to improve general well-being of society.	0.913
SUP – CSR support		0.828	0.951	0.931
SUP1 – I believe that businesses must make efforts to behave in a socially responsible manner.	0.914
SUP2 – I would be more likely to consider purchasing a brand with a high philanthropic reputation like Hongxing Erke when shopping.	0.890
SUP3 – I would pay more to buy products from brands like Hongxing Erke that show care for the well-being of our society.	0.920
SUP4 – If the price and quality of two products are the same, I would buy from Hongxing Erke which has a socially responsible reputation.	0.915
REP – Corporate reputation		0.875	0.955	0.929
REP1 – Hongxing Erke is one of the best in the sector.	0.947
REP2 – Hongxing Erke is well established.	0.933
REP3 – Hongxing Erke is well respected.	0.920
FIT – CSR-Brand fit		0.867	0.951	0.923
FIT1 – CSR activity fits into this brand.	0.935
FIT2 – CSR activity fits well with its industry characteristics.	0.929
FIT3 – CSR activity is related to the brand’s industry characteristics.	0.930
PRE – Brand preference		0.879	0.956	0.931
PRE1 – I like Hongxing Erke more than any other brand of sport.	0.954
PRE2 – When it comes to making a purchase of sports goods, Hongxing Erke is my first preference.	0.939
PRE3 – I consider Hongxing Erke to be my primary source of sports goods brand.	0.920
CCB – Customer citizenship behavior		0.786	0.957	0.946
CCB1 – I would like to refer fellow students, coworkers or peers to the Hongxing Erke.	0.853
CCB2 – I would like to refer my family to the Hongxing Erke.	0.884
CCB3 – I would recommend Hongxing Erke to people interested in the sports products.	0.896
CCB4 – I would like to help others with their shopping in Hongxing Erke.	0.887
CCB5 – I would like to fill out the Hongxing Erke customer satisfaction survey or provide feedback to customer service.	0.897
CCB6 – I would like to inform Hongxing Erke about the great service received by an individual employee.	0.903

Note(s):

λ (Factor loadings) ≥ 0.708, AVE ≥ 0.5, CR ≥ 0.7 α (Cronbach’s alpha) ≥ 0.7

Source(s): Authors’ own work

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