Table 3. Measurement model evaluation...

Table 3.

Measurement model evaluation

Construct	Item	Mean	SD	Loading	α	CR	AVE
Brand love adopted from Batra et al. (2012)					0.903	0.839	0.530
To what extent do you feel yourself longing to use your favorite brand?	BLV1	4.561	1.562	0.762
Please express the extent to which you feel there is a natural “fit” between you and your favorite brand	BLV2	4.473	1.466	0.723
Please express the extent to which your favorite brand seems to fit your own tastes perfectly	BLV3	4.472	1.500	0.746
Please express the extent to which your favorite brand seems to fit your own tastes perfectly.	BLV4	4.583	1.544	0.795
To what extent do you feel that your favorite brand is exciting?	BLV5	4.601	1.569	0.839
Please express the extent to which you expect that your favorite brand will be part of your life for a long time to come	BLV6	4.693	1.641	0.761
Brand loyalty adopted from Mrad and Cui (2017)					0.728	0.873	0.587
I will buy this brand next time	BLY1	3.843	1.071	0.882
I have an intention to buy this brand	BLY2	3.982	1.011	0.890
I commit with this brand	BLY3	3.472	1.232	0.723
I would be willing to pay a higher price for this brand than switching to other brands	BLY4	2.921	1.393	0.615
SE adopted from Rosenberg (1965)					0.726	0.818	0.530
On the whole, I am satisfied with myself	SE1	3.022	0.931	0.758
I take a positive attitude toward myself	SE2	3.091	0.922	0.662
I feel that I have a number of good qualities	SE3	3.011	0.872	0.703
I am able to do things as well as most other people	SE4	2.802	0.871	0.624
I feel that I’m a person of worth, at least on an equal plane with others	SE5	2.961	0.913	0.690
Susceptibility normative influence adopted from Bearden et al. (1989)					0.911	0.896	0.523
When buying products, I generally purchase those brands that I think others will approve of	SNI1	3.592	1.933	0.748
If other people can see me using a product, I often purchase the brand they expect me to buy	SNI2	3.463	1.869	0.762
I achieve a sense of belonging by purchasing the same products and brands that others purchase	SNI3	3.521	1.784	0.762
If I want to be like someone, I often try to buy the same brands that they buy	SNI4	3.033	1.865	0.736

Construct	Item	Mean	SD	Loading	α	CR	AVE
Brand love adopted from Batra et al. (2012)					0.903	0.839	0.530
To what extent do you feel yourself longing to use your favorite brand?	BLV1	4.561	1.562	0.762
Please express the extent to which you feel there is a natural “fit” between you and your favorite brand	BLV2	4.473	1.466	0.723
Please express the extent to which your favorite brand seems to fit your own tastes perfectly	BLV3	4.472	1.500	0.746
Please express the extent to which your favorite brand seems to fit your own tastes perfectly.	BLV4	4.583	1.544	0.795
To what extent do you feel that your favorite brand is exciting?	BLV5	4.601	1.569	0.839
Please express the extent to which you expect that your favorite brand will be part of your life for a long time to come	BLV6	4.693	1.641	0.761
Brand loyalty adopted from Mrad and Cui (2017)					0.728	0.873	0.587
I will buy this brand next time	BLY1	3.843	1.071	0.882
I have an intention to buy this brand	BLY2	3.982	1.011	0.890
I commit with this brand	BLY3	3.472	1.232	0.723
I would be willing to pay a higher price for this brand than switching to other brands	BLY4	2.921	1.393	0.615
SE adopted from Rosenberg (1965)					0.726	0.818	0.530
On the whole, I am satisfied with myself	SE1	3.022	0.931	0.758
I take a positive attitude toward myself	SE2	3.091	0.922	0.662
I feel that I have a number of good qualities	SE3	3.011	0.872	0.703
I am able to do things as well as most other people	SE4	2.802	0.871	0.624
I feel that I’m a person of worth, at least on an equal plane with others	SE5	2.961	0.913	0.690
Susceptibility normative influence adopted from Bearden et al. (1989)					0.911	0.896	0.523
When buying products, I generally purchase those brands that I think others will approve of	SNI1	3.592	1.933	0.748
If other people can see me using a product, I often purchase the brand they expect me to buy	SNI2	3.463	1.869	0.762
I achieve a sense of belonging by purchasing the same products and brands that others purchase	SNI3	3.521	1.784	0.762
If I want to be like someone, I often try to buy the same brands that they buy	SNI4	3.033	1.865	0.736

Notes: AVE: average variances extracted; α: Cronbach’s alpha; CR: composite reliability; SD: standard deviation

[ViewLarge]

Sharing Unavailable