Table 2. Descriptive statistic,...

Table 2.

Descriptive statistic, inter-construct correlations and square root of AVE

Variable	Mean	SD	Positive WOM	BRQ	CCI	BL	CE
Positive WOM	4.50	1.715	0.838
BRQ	3.89	1.714	0.611^*	0.785
CCI	3.38	1.668	0.598^*	0.762^*	0.774
BL	4.75	1.804	0.730^*	0.589^*	0.572^*	0.868
CE	4.45	1.859	0.724^*	0.735^*	0.685^*	0.748^*	0.857

Variable	Mean	SD	Positive WOM	BRQ	CCI	BL	CE
Positive WOM	4.50	1.715	0.838
BRQ	3.89	1.714	0.611^*	0.785
CCI	3.38	1.668	0.598^*	0.762^*	0.774
BL	4.75	1.804	0.730^*	0.589^*	0.572^*	0.868
CE	4.45	1.859	0.724^*	0.735^*	0.685^*	0.748^*	0.857

Notes:

SD depicts “standard deviation”, CE depicts “consumer engagement”, CCI depicts “consumer community identification”, BL depicts “brand love”, WOM depicts “word-of-mouth”. The figures in italic depict the square root of AVE;

*Correlation is significant at 0.05 level; N = 580

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