Table 5 Measure properties 1 2 3 4... | Emerald Publishing

Table 5

Measure properties

	1	2	3	4	Square root AVE
Fashion condition
1. Self-presence	1.00				0.87
2. Self-explorative engagement	0.68	1.00			0.84
3. Brand attitude	0.53	0.49	1.00		0.84
4. Brand cognitive processing	0.69	0.79	0.55	1.00	0.82
CR	0.90	0.88	0.90	0.86
AVE	0.76	0.72	0.76	0.67
Beauty condition
1. Self-presence	1.00				0.89
2. Self-explorative engagement	0.69	1.00			0.83
3. Brand attitude	0.57	0.59	1.00		0.94
4. Brand cognitive processing	0.70	0.78	0.63	1.00	0.83
CR	0.90	0.88	0.90	0.86
AVE	0.76	0.72	0.76	0.67

	1	2	3	4	Square root AVE
Fashion condition
1. Self-presence	1.00				0.87
2. Self-explorative engagement	0.68	1.00			0.84
3. Brand attitude	0.53	0.49	1.00		0.84
4. Brand cognitive processing	0.69	0.79	0.55	1.00	0.82
CR	0.90	0.88	0.90	0.86
AVE	0.76	0.72	0.76	0.67
Beauty condition
1. Self-presence	1.00				0.89
2. Self-explorative engagement	0.69	1.00			0.83
3. Brand attitude	0.57	0.59	1.00		0.94
4. Brand cognitive processing	0.70	0.78	0.63	1.00	0.83
CR	0.90	0.88	0.90	0.86
AVE	0.76	0.72	0.76	0.67

Note:

AVE = average variance extracted

Source: Authors’ own work