Table 3 Descriptive statistics Construct...

Table 3

Descriptive statistics

Construct	Items	Mean	SD	Item loading	Cronbach’s alpha
Fashion condition
Self-presence	Total	3.95	1.41		0.90
	SEP1			0.82
	SEP2			0.90
	SEP3			0.88
Self-explorative engagement	Total	4.32	1.43		0.88
	SE1			0.83
	SE2			0.83
	SE3			0.86
Brand cognitive processing	Total	4.37	1.40		0.85
	BCP1			0.76
	BCP2			0.83
	BCP3			0.84
Brand attitude	Total	4.75	1.45		0.90
	BA1			0.84
	BA2			0.91
	BA3			0.87
Beauty condition
Self-presence	Total	3.87	1.42		0.92
	SEP1			0.87
	SEP2			0.92
	SEP3			0.88
Self-explorative engagement	Total	4.38	1.38		0.88
	SE1			0.81
	SE2			0.84
	SE3			0.85
Brand cognitive processing	Total	4.37	1.35		0.86
	BCP1			0.77
	BCP2			0.86
	BCP3			0.86
Brand attitude	Total	4.50	1.68		0.95
	BA1			0.91
	BA2			0.98
	BA3			0.91

Construct	Items	Mean	SD	Item loading	Cronbach’s alpha
Fashion condition
Self-presence	Total	3.95	1.41		0.90
	SEP1			0.82
	SEP2			0.90
	SEP3			0.88
Self-explorative engagement	Total	4.32	1.43		0.88
	SE1			0.83
	SE2			0.83
	SE3			0.86
Brand cognitive processing	Total	4.37	1.40		0.85
	BCP1			0.76
	BCP2			0.83
	BCP3			0.84
Brand attitude	Total	4.75	1.45		0.90
	BA1			0.84
	BA2			0.91
	BA3			0.87
Beauty condition
Self-presence	Total	3.87	1.42		0.92
	SEP1			0.87
	SEP2			0.92
	SEP3			0.88
Self-explorative engagement	Total	4.38	1.38		0.88
	SE1			0.81
	SE2			0.84
	SE3			0.85
Brand cognitive processing	Total	4.37	1.35		0.86
	BCP1			0.77
	BCP2			0.86
	BCP3			0.86
Brand attitude	Total	4.50	1.68		0.95
	BA1			0.91
	BA2			0.98
	BA3			0.91

Source: Authors’ own work

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