Results of CFA for the measurement model
| Constructs and Items | Item factor loadings (≥ 0.5) |
|---|---|
| Consumer engagement. Adapted from Paruthi and Kaur (2017) α = 0.911; CR = 0.917; AVE = 0.735 | |
| I like to know more about my liked SMBBC | 0.651 |
| I like events that are related to my liked SMBBC | 0.617 |
| I like to learn more about my liked SMBBC | 0.656 |
| I pay a lot of attention to anything about my liked SMBBC | 0.619 |
| I keep up with things related to my liked SMBBC | 0.620 |
| Anything related to my liked SMBBC grabs my attention | 0.622 |
| Engaging with my liked SMBBC makes me feel happy | 0.769 |
| I feel the experience on my liked SMBBC to be pleasurable | 0.749 |
| Browsing my liked SMBBC satisfies me | 0.673 |
| I spend a lot of my free time on my liked SMBBC | 0.635 |
| I am heavily into my liked SMBBC | 0.726 |
| I am passionate about my liked SMBBC | 0.641 |
| I try to fit accessing my liked SMBBC into my schedule | 0.514 |
| I love accessing my liked SMBBC with my friends | 0.736 |
| I enjoy using my liked SMBBC more when I am with others | 0.547 |
| My liked SMBBC is more fun when other people around me also access it | 0.514 |
| Consumer community identification. Adapted from Bhattacharya et al. (1995) α = 0.900; CR = 0.900; AVE = 0.600 | |
| My liked SMBBC’s success is my successes | 0.634 |
| When someone praises my liked SMBBC, it feels like a personal complement to me | 0.714 |
| When someone criticizes my liked SMBBC, it feels like personal insult to me | 0.623 |
| When I talk about my liked SMBBC, I usually say “we” rather than “they” | 0.555 |
| I am very interested in what others think about my liked SMBBC | 0.505 |
| I have strong feelings for my liked SMBBC | 0.568 |
| Brand relationship quality. Adapted from Algesheimer et al. (2005) α = 0.822; CR = 0.828; AVE = 0.616 | |
| My liked SMBBC says a lot about the kind of person I am | 0.691 |
| My liked SMBBC brand image and my self-image are similar in many respects | 0.640 |
| My liked SMBBC plays an important role in my life | 0.518 |
| Brand love. Adapted from Caroll and Ahuvia (2006) α = 0.960; CR = 0.961; AVE = 0.754 | |
| This brand who’s SMBBC I like on Facebook is wonderful | 0.683 |
| This brand who’s SMBBC I like on Facebook makes me feel good | 0.764 |
| This brand who’s SMBBC I like on Facebook is totally awesome | 0.803 |
| This brand who’s SMBBC I like on Facebook makes me very happy | 0.722 |
| I love this brand who’s SMBBC I like on Facebook | 0.708 |
| This brand who’s SMBBC I like on Facebook is a pure delight | 0.774 |
| I am passionate for this brand who’s SMBBC I like on Facebook | 0.685 |
| I am very attached to This brand who’s SMBBC I like on Facebook | 0.685 |
| Positive word of mouth. Adapted from Chaudhuri and Holbrook (2001) and Zeithmal et al. (1996) α = 0.921; CR = 0.922; AVE = 0.703 | |
| I talk about this brand who’s SMBBC I liked on Facebook with my friends | 0.712 |
| I try to spread the good word about this brand who’s SMBBC I liked on Facebook | 0.752 |
| I have encouraged other people to go for this brand who’s SMBBC I liked on Facebook | 0.640 |
| I recommend this brand who’s SMBBC I liked on Facebook | 0.740 |
| I recommend this brand who’s SMBBC I liked on Facebook | 0.669 |
| Constructs and Items | Item factor loadings |
|---|---|
| I like to know more about my liked SMBBC | 0.651 |
| I like events that are related to my liked SMBBC | 0.617 |
| I like to learn more about my liked SMBBC | 0.656 |
| I pay a lot of attention to anything about my liked SMBBC | 0.619 |
| I keep up with things related to my liked SMBBC | 0.620 |
| Anything related to my liked SMBBC grabs my attention | 0.622 |
| Engaging with my liked SMBBC makes me feel happy | 0.769 |
| I feel the experience on my liked SMBBC to be pleasurable | 0.749 |
| Browsing my liked SMBBC satisfies me | 0.673 |
| I spend a lot of my free time on my liked SMBBC | 0.635 |
| I am heavily into my liked SMBBC | 0.726 |
| I am passionate about my liked SMBBC | 0.641 |
| I try to fit accessing my liked SMBBC into my schedule | 0.514 |
| I love accessing my liked SMBBC with my friends | 0.736 |
| I enjoy using my liked SMBBC more when I am with others | 0.547 |
| My liked SMBBC is more fun when other people around me also access it | 0.514 |
| My liked SMBBC’s success is my successes | 0.634 |
| When someone praises my liked SMBBC, it feels like a personal complement to me | 0.714 |
| When someone criticizes my liked SMBBC, it feels like personal insult to me | 0.623 |
| When I talk about my liked SMBBC, I usually say “we” rather than “they” | 0.555 |
| I am very interested in what others think about my liked SMBBC | 0.505 |
| I have strong feelings for my liked SMBBC | 0.568 |
| My liked SMBBC says a lot about the kind of person I am | 0.691 |
| My liked SMBBC brand image and my self-image are similar in many respects | 0.640 |
| My liked SMBBC plays an important role in my life | 0.518 |
| This brand who’s SMBBC I like on Facebook is wonderful | 0.683 |
| This brand who’s SMBBC I like on Facebook makes me feel good | 0.764 |
| This brand who’s SMBBC I like on Facebook is totally awesome | 0.803 |
| This brand who’s SMBBC I like on Facebook makes me very happy | 0.722 |
| I love this brand who’s SMBBC I like on Facebook | 0.708 |
| This brand who’s SMBBC I like on Facebook is a pure delight | 0.774 |
| I am passionate for this brand who’s SMBBC I like on Facebook | 0.685 |
| I am very attached to This brand who’s SMBBC I like on Facebook | 0.685 |
| I talk about this brand who’s SMBBC I liked on Facebook with my friends | 0.712 |
| I try to spread the good word about this brand who’s SMBBC I liked on Facebook | 0.752 |
| I have encouraged other people to go for this brand who’s SMBBC I liked on Facebook | 0.640 |
| I recommend this brand who’s SMBBC I liked on Facebook | 0.740 |
| I recommend this brand who’s SMBBC I liked on Facebook | 0.669 |
Notes:
CR = Composite reliability; AVE = average variance extracted
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