Table 1 Reliability, validity and CFA...

Table 1

Reliability, validity and CFA measurements

			Discriminant validity
Indicators		Standardised loading	CBI	BT	PI	PCC
Consumer–brand identification (CBI) – Davvetas and Diamantopoulos (2017) [during COVID-19 pandemic]			0.779
α = 0.819, CR = 0.880, AVE = 0.607
I feel a strong sense of belonging to this retail brand	BI1	0.714***
I identify strongly with this retail brand	BI2	0.775***
This retail brand embodies what I believe in	BI3	0.850***
This retail brand is like a part of me	BI4	0.839***
This retail brand has a great deal of personal meaning to me	BI5	0.779***
Brand trust (BT) Abid et al. (2019)			0.545	0.789
α = 0.863, CR = 0.907, AVE = 0.623 [during COVID-19 pandemic]
Integrity
This retail brand is always honest with its consumers	BI1	0.514***
This retail brand is always sincere with consumers	BI2	0.575***
This retail brand expresses an interest in its consumers	BI3	0.850***
Benevolence
I think this retail brand renews its products to take into account advances in research	BB1	0.839***
I think that this retail brand is always looking to improve its response to consumer needs	BB2	0.779***
Credibility
I trust the quality of this retail brand's products	BC1	0.783***
Buying this retail brand's products is a guarantee	BC2	0.659***
Purchase intention (PI) - Tsai et al. (2014)			0.675	0.605	0.809
α = 0.728, CR = 0.847, AVE = 0.654 [during COVID-19 pandemic]
The likelihood that I would pay for (or continue buying) [the name of the company]'s product is high	PI1	0.907***
My willingness to buy (or continue buying) [the name of the company]'s product is very high	PI2	0.768***
In the near future, I would consider purchasing (or continuing buying) [the name of the company]'s product	PI3	0.723***
Corporate citizenship–Tsai et al. (2014)			0.527	0.838	0.61	0.671
α = 0.921, CR = 0.934, AVE = 0.450
Perceived economic citizenship [The name of the retail and during COVID-19] is a retail that can …
Ensure to offer competitive prices	EC1	0.647***
Control their production costs strictly	EC2	0.838***
Always strive to lower their operating cost	EC3	0.820***
Always improve service and reduce its fare	EC4	0.694***
Perceived legal citizenship [The name of the retail and during COVID-19] is a retail that can …
Ensure that its employees act within the standards defined by the law	LE1	0.659***
Refrain from putting aside its contractual obligations	LE2	0.653***
Refrain from bending the law even if this helps improve performance	LE3	0.790***
Always submit to the principles defined by the regulatory system	LE4	0.825***
Perceived ethical citizenship [The name of the retail and during COVID-19] is a retail that can …
Have ethical concerns which transcend the concerns of economic profits	ET1	0.804***
Ensure that the respect of ethical principles has priority over economic performance	ET2	0.755***
Be committed to well-defined ethical principles	ET3	0.879***
Avoid compromising ethical standards in order to achieve corporate goals	ET4	0.840***
Perceived general philanthropic citizenship [The name of the retail and during COVID-19] is a retail that can …
Gives adequate donations to charities	DI1	0.636***
Gives adequate donations to local schools or institutions	DI2	0.791***
Sponsors to improve the public well-being of society	DI3	0.797***
Perceived strategic philanthropic citizenship [The name of the retail and during COVID-19] is a retail that can …
Never use prohibited hazard for its production or service	SDC2	0.942***
Support employees to appropriately utilise information technology to upgrade overall service Efficiency (e.g. e-document or e-consulting service)	SDC3	0.907***

			Discriminant validity
Indicators		Standardised loading	CBI	BT	PI	PCC
Consumer–brand identification (CBI) – Davvetas and Diamantopoulos (2017) [during COVID-19 pandemic]			0.779
α = 0.819, CR = 0.880, AVE = 0.607
I feel a strong sense of belonging to this retail brand	BI1	0.714***
I identify strongly with this retail brand	BI2	0.775***
This retail brand embodies what I believe in	BI3	0.850***
This retail brand is like a part of me	BI4	0.839***
This retail brand has a great deal of personal meaning to me	BI5	0.779***
Brand trust (BT) Abid et al. (2019)			0.545	0.789
α = 0.863, CR = 0.907, AVE = 0.623 [during COVID-19 pandemic]
Integrity
This retail brand is always honest with its consumers	BI1	0.514***
This retail brand is always sincere with consumers	BI2	0.575***
This retail brand expresses an interest in its consumers	BI3	0.850***
Benevolence
I think this retail brand renews its products to take into account advances in research	BB1	0.839***
I think that this retail brand is always looking to improve its response to consumer needs	BB2	0.779***
Credibility
I trust the quality of this retail brand's products	BC1	0.783***
Buying this retail brand's products is a guarantee	BC2	0.659***
Purchase intention (PI) - Tsai et al. (2014)			0.675	0.605	0.809
α = 0.728, CR = 0.847, AVE = 0.654 [during COVID-19 pandemic]
The likelihood that I would pay for (or continue buying) [the name of the company]'s product ishigh	PI1	0.907***
My willingness to buy (or continue buying) [the name of the company]'s product is very high	PI2	0.768***
In the near future, I would consider purchasing (or continuing buying) [the name of thecompany]'s product	PI3	0.723***
Corporate citizenship–Tsai et al. (2014)			0.527	0.838	0.61	0.671
α = 0.921, CR = 0.934, AVE = 0.450
Perceived economic citizenship [The name of the retail and during COVID-19] is a retail that can …
Ensure to offer competitive prices	EC1	0.647***
Control their production costs strictly	EC2	0.838***
Always strive to lower their operating cost	EC3	0.820***
Always improve service and reduce its fare	EC4	0.694***
Perceived legal citizenship [The name of the retail and during COVID-19] is a retail that can …
Ensure that its employees act within the standards defined by the law	LE1	0.659***
Refrain from putting aside its contractual obligations	LE2	0.653***
Refrain from bending the law even if this helps improve performance	LE3	0.790***
Always submit to the principles defined by the regulatory system	LE4	0.825***
Perceived ethical citizenship [The name of the retail and during COVID-19] is a retail that can …
Have ethical concerns which transcend the concerns of economic profits	ET1	0.804***
Ensure that the respect of ethical principles has priority over economic performance	ET2	0.755***
Be committed to well-defined ethical principles	ET3	0.879***
Avoid compromising ethical standards in order to achieve corporate goals	ET4	0.840***
Perceived general philanthropic citizenship [The name of the retail and during COVID-19] is a retail that can …
Gives adequate donations to charities	DI1	0.636***
Gives adequate donations to local schools or institutions	DI2	0.791***
Sponsors to improve the public well-being of society	DI3	0.797***
Perceived strategic philanthropic citizenship [The name of the retail and during COVID-19] is a retail that can …
Never use prohibited hazard for its production or service	SDC2	0.942***
Support employees to appropriately utilise information technology to upgrade overall serviceEfficiency (e.g. e-document or e-consulting service)	SDC3	0.907***

Note(s): (1) PCC-perceived corporate citizenship; (2) PI-purchase intention; (3) CBI-consumer–brand identification

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