Table 3. Reliability, validity and... | Emerald Publishing

Table 3.

Reliability, validity and discriminant analysis

Construct	Cronbach's alpha (CA)	Composite reliability (CR)	AVE	1	2	3	4	5	6
1. Brand equity	0.933	0.957	0.882	0.939
2. Entertainment value	0.908	0.936	0.785	0.296	0.886
3. Functional value	0.930	0.955	0.877	0.513	0.464	0.936
4. Product category invol	0.844	0.903	0.677	0.637	0.327	0.479	0.823
5. Likelihood to share	0.949	0.967	0.908	0.369	0.637	0.513	0.369	0.953
6. Social value	0.935	0.954	0.837	0.590	0.435	0.770	0.490	0.518	0.915

Construct	Cronbach's alpha(CA)	Composite reliability(CR)	AVE	1	2	3	4	5	6
1. Brand equity	0.933	0.957	0.882	0.939
2. Entertainment value	0.908	0.936	0.785	0.296	0.886
3. Functional value	0.930	0.955	0.877	0.513	0.464	0.936
4. Product category invol	0.844	0.903	0.677	0.637	0.327	0.479	0.823
5. Likelihood to share	0.949	0.967	0.908	0.369	0.637	0.513	0.369	0.953
6. Social value	0.935	0.954	0.837	0.590	0.435	0.770	0.490	0.518	0.915

Notes:

The values in the main diagonal of the table represent the value of the square root of AVE. Off-diagonal are correlations