Table AI. Study constructs and scale...

Table AI.

Study constructs and scale items, descriptive statistics, factor loadings and reliabilities

Constructs/Measurement items	Fac. load.	Mean	SD	AVE	Com. Reli	Reference
Identity (CBI)
Philosophy, vision and value (BG) @0.971				0.673	0.892
Philosophy	0.817	5.4611	1.48229			Baker and Sinkula (1999), Balmer et al. (2007), Hatch and Schultz (1997), Simoes et al. (2005)
Value	0.827	5.5043	1.48474
Vision	0.796	5.5476	1.44251
Mission	0.842	5.5101	1.46906
Personality (BP) @0.956				0.647	0.801
Sincere	0.787	5.3545	1.49701			Aaker (1997)
Excited	0.809	5.4179	1.49412
Competence	0.834	5.3055	1.62141
Sophistication	0.846	5.2709	1.58983
Rugged	0.740	5.6715	1.46298
Positioning (BPG) @0.966				0.563	0.803
Target market	0.782	5.4063	1.47003			Balmer (2008), Barich and Kotler (1991), Jewell and Saenger (2014)
Competition	0.785	5.4236	1.50214			Hatch and Schultz (2001), Schmitt et al. (1995)
Product category	0.716	5.4611	1.50166			Desai and Ratneshwar (2003), Jewell and Saenger (2014)
Brand promise	0.769	5.4813	1.43715			Punjaisri and Wilson (2007)
Strategy (STR)
Differentiation (SD) @0.931				0.548	0.747
Customer focus	0.750	5.5994	1.48336			Kaplan and Norton (2001), Simoes et al. (2005)
Unique selling point	0.731	5.7176	1.58417			MacMillan and McGrath (1997), Slater and Olson (2000)
Customer knowledge	0.714	5.7637	1.52496			Anderson et al. (1994), Xu and Walton (2005)
Customer satisfaction	0.764	5.6081	1.73763			Baker (2014). Marketing strategy and management. Palgrave Macmillan.
Social responsibility (SR) @0.931				0.503	0.739
Social participation	0.718	5.6138	1.43476			Porter and Kramer (2006)
Ethical	0.703	5.6282	1.46347			Dahlsrud (2008), Garriga and Melé (2013)
Honest	0.702	5.5793	1.46892			Mohr and Webb (2005), Moir (2001)
Transparent	0.714	5.5331	1.65558			Mullerat (2006), Nwete (2007)
Governance (SG) @0.973				0.550	0.788
Policy	0.740	5.6916	1.47817			Aghion et al. (1997), Misuraca et al. (2012)
Procedures	0.742	5.7839	1.48479			Haniffa and Cooke (2002), La Porta et al. (2000);
Standards	0.758	5.7406	1.48076			Bauer et al. (2004), Benston (1982)
Accountability	0.713	5.6398	1.52434			Crombie (2008), Solomon (2007)
Equality	0.754	5.6801	1.55394			Aguilera and Jackson (2003), Pagano and Volpin (2005)
Controlled corporate brand communication (CCC)
Visual identify/design (CCV) @0.946		0.571	0.751
Logo	0.713	5.2305	1.45407			Foroudi et al. (2014)
Name	0.734	5.1441	1.51752
Colour	0.791	5.0432	1.51710
Design	0.783	5.2565	1.49196
Website (CCW) @0.978		0.714	0.855
Navigation	0.854	5.4813	1.54941			Alwi (2009); Argyriou et al. (2006), Halliburton and Ziegfeld (2009)
Design/layout/appearance	0.821	5.4813	1.50973
Functionality and usability	0.816	5.3833	1.47231
Customisation	0.858	5.4870	1.53823
Security	0.844	5.5101	1.45919
Availability	0.845	5.3718	1.44958
Information	0.875	5.4841	1.47294
Promotion (CCP) @0.972				0.733	0.774
Product launches	0.855	5.3026	1.64583			Balmer and Gray (2003), Balmer (2009), Barich and Kotler (1991), Van Riel (1995), Alessandri (2001)
Sponsorships	0.847	5.3199	1.67564
Events	0.863	5.2450	1.68140
Loyalty incentives	0.860	5.3343	1.63171
Uncontrolled corporate brand communication
Word-of-mouth (UWM) @0.951				0.633	0.761
Consumers	0.779	5.3545	1.59062			Balmer et al. (2011), Balmer (2001), Cristiansen and Tax (2000), Harrison-Walker (2001), Lau and Ng (2001)
Suppliers	0.802	5.3948	1.61363
Business customers	0.811	5.2968	1.72739
Investors	0.789	5.2882	1.73969
Public relations (UPR) @0.958				0.741	0.775
Media engagement	0.877	5.4957	1.57357			Balmer (2008, 2009), Schultz and Kitchen (1997)
Content management	0.858	5.6945	1.57805
Event management	0.853	5.5360	1.58598
Industry awards	0.856	5.5879	1.57846
Media relations (UMR) @0.978				0.741	0.775
Print media	0.876	5.3487	1.80142			Henderson (1998), Spicer (1993)
Electronic media	0.858	5.3372	1.79720			Morley and Robins (2002), Schmitz (1997)
Television	0.852	5.3545	1.78092			Giles and Maltby (2004), Grant et al. (1991), Skumanich and Kintsfather (1998)
Radio	0.856	5.3314	1.82222			Brinson (2006), Giles and Maltby (2004)
Social media marketing (USM) @0.978				0.781	0.763
Podcasts	0.812	5.4265	1.62074			Hoffman and Fodor (2010), Michaelidou et al. (2011), Weinberg (2009)
Blogs	0.803	5.4553	1.62180			Melewar (2003), Weinberg (2009), Zarrella (2009)
Social networking websites	0.807	5.4582	1.63253			Kim and Stoel (2004), Weinberg (2009)
Search engine optimisation	0.804	5.5101	1.59725			Alden et al. (2011), Castronovo and Huang (2012), Stelzner (2011)
Trust (CBT) @0.936				0.781	0.779
Reliability	0.880	5.8934	1.34622			Eid (2011), Giovanis and Athanasopoulou (2014)
Social consciousness	0.912	5.7954	1.46093			Lee and Sirgy (2004), Sagar and Singla (2004)
Familiarity	0.870	5.7147	1.36720			Komiak and Benbasat (2006), Siau and Shen (2003)
Identification	0.873	5.7118	1.35491			Gounaris (2005), Keh and Xie (2009), Martínez and del Bosque (2013)
Loyalty (CBL) @0.957				0.675	0.767
Experience	0.807	5.5706	1.54229			Gefen (2000), Ponsonby-Mccabe and Boyle (2006)
Credibility	0.829	5.5793	1.52680			Alam et al. (2012), Kim et al. (2008), Sweeney and Swait (2008)
Contemporary	0.838	5.5303	1.58427			Soderlund (2006)
Innovative	0.812	5.5533	1.50122			Nguyen et al. (2013), Stock and Zacharias (2013), Yeh (2015)
Commitment (CBC) @0.939				0.818	0.783
Brand relevance	0.902	5.1527	1.46728			Zhang et al. (2014)
Brand love	0.915	5.1729	1.53158			Carroll and Ahuvia (2006)
Brand dominance	0.923	5.1988	1.51608			Aaker and Joachimsthaler (2012), Lusch and Vargo (2014)
Brand preference	0.877	5.2161	1.48089			Aaker and Joachimsthaler (2012), Chaudhuri and Holbrook (2001)

Constructs/Measurement items	Fac. load.	Mean	SD	AVE	Com. Reli	Reference
Identity (CBI)
Philosophy, vision and value (BG) @0.971				0.673	0.892
Philosophy	0.817	5.4611	1.48229			Baker and Sinkula (1999), Balmer et al. (2007), Hatch and Schultz (1997), Simoes et al. (2005)
Value	0.827	5.5043	1.48474
Vision	0.796	5.5476	1.44251
Mission	0.842	5.5101	1.46906
Personality (BP) @0.956				0.647	0.801
Sincere	0.787	5.3545	1.49701			Aaker (1997)
Excited	0.809	5.4179	1.49412
Competence	0.834	5.3055	1.62141
Sophistication	0.846	5.2709	1.58983
Rugged	0.740	5.6715	1.46298
Positioning (BPG) @0.966				0.563	0.803
Target market	0.782	5.4063	1.47003			Balmer (2008), Barich and Kotler (1991), Jewell and Saenger (2014)
Competition	0.785	5.4236	1.50214			Hatch and Schultz (2001), Schmitt et al. (1995)
Product category	0.716	5.4611	1.50166			Desai and Ratneshwar (2003), Jewell and Saenger (2014)
Brand promise	0.769	5.4813	1.43715			Punjaisri and Wilson (2007)
Strategy (STR)
Differentiation (SD) @0.931				0.548	0.747
Customer focus	0.750	5.5994	1.48336			Kaplan and Norton (2001), Simoes et al. (2005)
Unique selling point	0.731	5.7176	1.58417			MacMillan and McGrath (1997), Slater and Olson (2000)
Customer knowledge	0.714	5.7637	1.52496			Anderson et al. (1994), Xu and Walton (2005)
Customer satisfaction	0.764	5.6081	1.73763			Baker (2014). Marketing strategy and management. Palgrave Macmillan.
Social responsibility (SR) @0.931				0.503	0.739
Social participation	0.718	5.6138	1.43476			Porter and Kramer (2006)
Ethical	0.703	5.6282	1.46347			Dahlsrud (2008), Garriga and Melé (2013)
Honest	0.702	5.5793	1.46892			Mohr and Webb (2005), Moir (2001)
Transparent	0.714	5.5331	1.65558			Mullerat (2006), Nwete (2007)
Governance (SG) @0.973				0.550	0.788
Policy	0.740	5.6916	1.47817			Aghion et al. (1997), Misuraca et al. (2012)
Procedures	0.742	5.7839	1.48479			Haniffa and Cooke (2002), La Porta et al. (2000);
Standards	0.758	5.7406	1.48076			Bauer et al. (2004), Benston (1982)
Accountability	0.713	5.6398	1.52434			Crombie (2008), Solomon (2007)
Equality	0.754	5.6801	1.55394			Aguilera and Jackson (2003), Pagano and Volpin (2005)
Controlled corporate brand communication (CCC)
Visual identify/design (CCV) @0.946		0.571	0.751
Logo	0.713	5.2305	1.45407			Foroudi et al. (2014)
Name	0.734	5.1441	1.51752
Colour	0.791	5.0432	1.51710
Design	0.783	5.2565	1.49196
Website (CCW) @0.978		0.714	0.855
Navigation	0.854	5.4813	1.54941			Alwi (2009); Argyriou et al. (2006), Halliburton and Ziegfeld (2009)
Design/layout/appearance	0.821	5.4813	1.50973
Functionality and usability	0.816	5.3833	1.47231
Customisation	0.858	5.4870	1.53823
Security	0.844	5.5101	1.45919
Availability	0.845	5.3718	1.44958
Information	0.875	5.4841	1.47294
Promotion (CCP) @0.972				0.733	0.774
Product launches	0.855	5.3026	1.64583			Balmer and Gray (2003), Balmer (2009), Barich and Kotler (1991), Van Riel (1995), Alessandri (2001)
Sponsorships	0.847	5.3199	1.67564
Events	0.863	5.2450	1.68140
Loyalty incentives	0.860	5.3343	1.63171
Uncontrolled corporate brand communication
Word-of-mouth (UWM) @0.951				0.633	0.761
Consumers	0.779	5.3545	1.59062			Balmer et al. (2011), Balmer (2001), Cristiansen and Tax (2000), Harrison-Walker (2001), Lau and Ng (2001)
Suppliers	0.802	5.3948	1.61363
Business customers	0.811	5.2968	1.72739
Investors	0.789	5.2882	1.73969
Public relations (UPR) @0.958				0.741	0.775
Media engagement	0.877	5.4957	1.57357			Balmer (2008, 2009), Schultz and Kitchen (1997)
Content management	0.858	5.6945	1.57805
Event management	0.853	5.5360	1.58598
Industry awards	0.856	5.5879	1.57846
Media relations (UMR) @0.978				0.741	0.775
Print media	0.876	5.3487	1.80142			Henderson (1998), Spicer (1993)
Electronic media	0.858	5.3372	1.79720			Morley and Robins (2002), Schmitz (1997)
Television	0.852	5.3545	1.78092			Giles and Maltby (2004), Grant et al. (1991), Skumanich and Kintsfather (1998)
Radio	0.856	5.3314	1.82222			Brinson (2006), Giles and Maltby (2004)
Social media marketing (USM) @0.978				0.781	0.763
Podcasts	0.812	5.4265	1.62074			Hoffman and Fodor (2010), Michaelidou et al. (2011), Weinberg (2009)
Blogs	0.803	5.4553	1.62180			Melewar (2003), Weinberg (2009), Zarrella (2009)
Social networking websites	0.807	5.4582	1.63253			Kim and Stoel (2004), Weinberg (2009)
Search engine optimisation	0.804	5.5101	1.59725			Alden et al. (2011), Castronovo and Huang (2012), Stelzner (2011)
Trust (CBT) @0.936				0.781	0.779
Reliability	0.880	5.8934	1.34622			Eid (2011), Giovanis and Athanasopoulou (2014)
Social consciousness	0.912	5.7954	1.46093			Lee and Sirgy (2004), Sagar and Singla (2004)
Familiarity	0.870	5.7147	1.36720			Komiak and Benbasat (2006), Siau and Shen (2003)
Identification	0.873	5.7118	1.35491			Gounaris (2005), Keh and Xie (2009), Martínez and del Bosque (2013)
Loyalty (CBL) @0.957				0.675	0.767
Experience	0.807	5.5706	1.54229			Gefen (2000), Ponsonby-Mccabe and Boyle (2006)
Credibility	0.829	5.5793	1.52680			Alam et al. (2012), Kim et al. (2008), Sweeney and Swait (2008)
Contemporary	0.838	5.5303	1.58427			Soderlund (2006)
Innovative	0.812	5.5533	1.50122			Nguyen et al. (2013), Stock and Zacharias (2013), Yeh (2015)
Commitment (CBC) @0.939				0.818	0.783
Brand relevance	0.902	5.1527	1.46728			Zhang et al. (2014)
Brand love	0.915	5.1729	1.53158			Carroll and Ahuvia (2006)
Brand dominance	0.923	5.1988	1.51608			Aaker and Joachimsthaler (2012), Lusch and Vargo (2014)
Brand preference	0.877	5.2161	1.48089			Aaker and Joachimsthaler (2012), Chaudhuri and Holbrook (2001)

[ViewLarge]

Sharing Unavailable