Table III. Parameter estimates, critical...

Table III.

Parameter estimates, critical ratios and R² for the research model

Latent variable	Item	Unstandardized factor loading	Completely standardized factor loading	Standard error^a	Critical ratio^b	R²
1. Marketing
	M1	1.961	0.978	0.234	8.385	0.957
	M2	0.763	0.462	0.109	6.998	0.213
	M3	1.333	0.613	0.156	8.523	0.376
	M4	1.000	0.545	--	--	0.297
2. Awareness
	B4	1.246	0.623	0.164	7.600	0.389
	B5	1.693	0.839	0.214	7.906	0.703
	B6	1.198	0.753	0.150	7.991	0.567
	B7	1.000	0.506	--	--	0.256
3. Behavior
	B8	0.766	0.592	0.078	9.784	0.350
	B9	1.133	0.748	0.094	11.996	0.560
	B10	1.115	0.892	0.810	13.830	0.795
	B11	1.000	0.711	--	--	0.505
Goodnesss-of-fit statistics
χ²(51) = 304.532;		p = 0.000;	χ²/df = 5.971;	GFI = 0.869;	AGFI = 0.800;	CFI = 0.831;
RMR = 0.050

Latent variable	Item	Unstandardized factor loading	Completely standardized factor loading	Standard error^a	Critical ratio^b	R²
1. Marketing
	M1	1.961	0.978	0.234	8.385	0.957
	M2	0.763	0.462	0.109	6.998	0.213
	M3	1.333	0.613	0.156	8.523	0.376
	M4	1.000	0.545	--	--	0.297
2. Awareness
	B4	1.246	0.623	0.164	7.600	0.389
	B5	1.693	0.839	0.214	7.906	0.703
	B6	1.198	0.753	0.150	7.991	0.567
	B7	1.000	0.506	--	--	0.256
3. Behavior
	B8	0.766	0.592	0.078	9.784	0.350
	B9	1.133	0.748	0.094	11.996	0.560
	B10	1.115	0.892	0.810	13.830	0.795
	B11	1.000	0.711	--	--	0.505
Goodnesss-of-fit statistics
χ²(51) = 304.532;		p = 0.000;	χ²/df = 5.971;	GFI = 0.869;	AGFI = 0.800;	CFI = 0.831;
RMR = 0.050

Notes:

^aS.E. represents an estimate of standard error of covariance;

^bC.R. represents the critical ratio (calculated by dividing the estimate of the covariance by its standard error). A value exceeding 1.96 represents a significance level of 0.05

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