Table 2.

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

VariableMeanSDPositive WOMBRQCCIBLCE
Positive WOM4.501.7150.838    
BRQ3.891.7140.611*0.785   
CCI3.381.6680.598*0.762*0.774  
BL4.751.8040.730*0.589*0.572*0.868 
CE4.451.8590.724*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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