Discriminant validitya
| Concept | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| 1. Communication consistency | 0.7718 | 0.282 | 0.288 | 0.215 | 0.105 |
| 2. Channel coordination | 0.413; 0.649 | 0.564 | 0.056 | 0.514 | 0.048 |
| 3. Attitudes toward marketing communications | 0.394; 0.681 | 0.080; 0.392 | 0.809 | 0.095 | 0.063 |
| 4. Synergy realization | 0.328; 0.600 | 0.625; 0.809 | 0.145; 0.473 | 0.571 | 0.127 |
| 5. Customer engagement behavior | 0.166; 0.482 | 0.072; 0.368 | 0.116; 0.384 | 0.210; 0.502 | 0.548 |
| Concept | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| 1. Communication consistency | 0.282 | 0.288 | 0.215 | 0.105 | |
| 2. Channel coordination | 0.413; 0.649 | 0.056 | 0.514 | 0.048 | |
| 3. Attitudes toward marketing communications | 0.394; 0.681 | 0.080; 0.392 | 0.095 | 0.063 | |
| 4. Synergy realization | 0.328; 0.600 | 0.625; 0.809 | 0.145; 0.473 | 0.127 | |
| 5. Customer engagement behavior | 0.166; 0.482 | 0.072; 0.368 | 0.116; 0.384 | 0.210; 0.502 |
Note:
aNumbers in italic represent the AVEs for the variables (diagonal), squared correlation (above the diagonal) and confidence intervals (below the diagonal)
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