Table 1 Reliability and validity... | Emerald Publishing

Table 1

Reliability and validity measurements

Variable	No. of items	Cronbach's alpha	Composite reliability	Average variance extracted (AVE)	Discriminant validity
Variable	No. of items	Cronbach's alpha	Composite reliability	Average variance extracted (AVE)	CBI	BT	PI	PCC
CBI	5	0.819	0.88	0.607	0.779
BT	7	0.863	0.907	0.623	0.545	0.789
PI	4	0.728	0.847	0.654	0.675	0.605	0.809
PCC	18	0.921	0.934	0.45	0.527	0.838	0.610	0.671

Variable	No. of items	Cronbach's alpha	Composite reliability	Average variance extracted (AVE)	Discriminant validity
Variable	No. of items	Cronbach's alpha	Composite reliability	Average variance extracted (AVE)	CBI	BT	PI	PCC
CBI	5	0.819	0.88	0.607	0.779
BT	7	0.863	0.907	0.623	0.545	0.789
PI	4	0.728	0.847	0.654	0.675	0.605	0.809
PCC	18	0.921	0.934	0.45	0.527	0.838	0.610	0.671

Note(s): CBI = consumer-brand identification; BT = brand trust; PI = purchase intention; PCC = perceived corporate citizenship