Discriminant validity
| Construct | Brand awareness | Brand loyalty | Customer satisfaction | Social media marketing activities |
|---|---|---|---|---|
| Brand awareness | ||||
| Brand loyalty | 0.758 | |||
| Customer satisfaction | 0.722 | 0.797 | ||
| Social media marketing activities | 0.658 | 0.679 | 0.737 | |
| Construct | Brand awareness | Brand loyalty | Customer satisfaction | Social media marketing activities |
|---|---|---|---|---|
| Brand awareness | ||||
| Brand loyalty | 0.758 | |||
| Customer satisfaction | 0.722 | 0.797 | ||
| Social media marketing activities | 0.658 | 0.679 | 0.737 | |
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