Table 3. Exploratory factor analysis...

Table 3.

Exploratory factor analysis loading and reliability

Measurement constructs	Factor loading
Measurement constructs	Study 1	Study 2	Study 3
CSR scepticism (Reliability: Study 1 = 0.88, Study 2 = 0.89, Study 3 = 0.88)
In general – I do not trust companies to deliver on their social responsibility promises	0.84	0.85	0.86
In general – Companies are usually dishonest about their real involvement in social responsibility initiatives	0.89	0.92	0.88
In general, I am not convinced that companies will fulfil their social responsibility objectives	0.90	0.84	0.90
Brand hypocrisy
(Reliability: Study 1 = 0.93, Study 2 = 0.94, Study 3 = 0.93)
Burberry is not true to its word	0.64	0.72	0.67
Burberry pretends to be something it is not	0.61	0.72	0.71
Burberry acts contrary to stated principles	0.66	0.70	0.71
Burberry promotes unrealistic images	0.66	0.80	0.76
Burberry promises something unattainable	0.63	0.80	0.75
Burberry pushes consumers towards unrealistic goals	0.68	0.75	0.75
Burberry supports social responsibility activities inconsistent with its mission	0.77	0.73	0.68
Burberry engages in social responsibility activities which do not reflect its values	0.80	0.78	0.81
Burberry engages in social causes for marketing purposes only	0.69	0.73	0.79
Brand distance
(Reliability: Study 1 = 0.98, Study 2 = 0.97, Study 3 = 0.97)
I will keep the largest distance between Burberry and me	0.86	0.83	0.83
I will avoid buying Burberry in the future	0.89	0.87	0.89
I will not use Burberry	0.92	0.89	0.91
I will avoid Burberry	0.92	0.88	0.91
I will stay away from Burberry	0.92	0.89	0.91
Brand attitude
(Reliability: Study 1 = 0.93, Study 2 = 0.95, Study 3 = 0.96)
Very favourable	0.87	0.94	0.91
Extremely positive	0.90	0.86	0.84
Very good	0.93	0.95	0.92
Brand trust
(Reliability: Study 3 = 0.87)
Burberry delivers what it promises			0.73
Burberry claims are believable			0.75
Over time, my experiences with Burberry have led me to expect it to keep its promises, no more and no less			0.68
Burberry has a name you can trust			0.87
Burberry doesn’t pretend to be something it isn’t			0.81
Desire for exclusivity
(Reliability: Study 3 = 0.93)
I like unique and scarce products			0.77
I enjoy products more when only a few people possess them			0.84
I like to be in good company with access to things beyond the average person’s access			0.74
Products do not seem to hold much value for me when they are purchased regularly by everyone			0.81
I enjoy having things that others do not			0.86
I am more likely to buy a product if it is scarce due to limited supply			0.84
I often try to avoid products or brands that can be easily duplicated			0.80

Measurement constructs	Factor loading
Measurement constructs	Study 1	Study 2	Study 3
CSR scepticism(Reliability: Study 1 = 0.88, Study 2 = 0.89, Study 3 = 0.88)
In general – I do not trust companies to deliver on their social responsibility promises	0.84	0.85	0.86
In general – Companies are usually dishonest about their real involvement in social responsibility initiatives	0.89	0.92	0.88
In general, I am not convinced that companies will fulfil their social responsibility objectives	0.90	0.84	0.90
Brand hypocrisy
(Reliability: Study 1 = 0.93, Study 2 = 0.94, Study 3 = 0.93)
Burberry is not true to its word	0.64	0.72	0.67
Burberry pretends to be something it is not	0.61	0.72	0.71
Burberry acts contrary to stated principles	0.66	0.70	0.71
Burberry promotes unrealistic images	0.66	0.80	0.76
Burberry promises something unattainable	0.63	0.80	0.75
Burberry pushes consumers towards unrealistic goals	0.68	0.75	0.75
Burberry supports social responsibility activities inconsistent with its mission	0.77	0.73	0.68
Burberry engages in social responsibility activities which do not reflect its values	0.80	0.78	0.81
Burberry engages in social causes for marketing purposes only	0.69	0.73	0.79
Brand distance
(Reliability: Study 1 = 0.98, Study 2 = 0.97, Study 3 = 0.97)
I will keep the largest distance between Burberry and me	0.86	0.83	0.83
I will avoid buying Burberry in the future	0.89	0.87	0.89
I will not use Burberry	0.92	0.89	0.91
I will avoid Burberry	0.92	0.88	0.91
I will stay away from Burberry	0.92	0.89	0.91
Brand attitude
(Reliability: Study 1 = 0.93, Study 2 = 0.95, Study 3 = 0.96)
Very favourable	0.87	0.94	0.91
Extremely positive	0.90	0.86	0.84
Very good	0.93	0.95	0.92
Brand trust
(Reliability: Study 3 = 0.87)
Burberry delivers what it promises			0.73
Burberry claims are believable			0.75
Over time, my experiences with Burberry have led me to expect it to keep its promises, no more and no less			0.68
Burberry has a name you can trust			0.87
Burberry doesn’t pretend to be something it isn’t			0.81
Desire for exclusivity
(Reliability: Study 3 = 0.93)
I like unique and scarce products			0.77
I enjoy products more when only a few people possess them			0.84
I like to be in good company with access to things beyond the average person’s access			0.74
Products do not seem to hold much value for me when they are purchased regularly by everyone			0.81
I enjoy having things that others do not			0.86
I am more likely to buy a product if it is scarce due to limited supply			0.84
I often try to avoid products or brands that can be easily duplicated			0.80

[ViewLarge]

Sharing Unavailable