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 | CR | AVE | |
|---|---|---|---|---|---|---|---|
| 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 | |||
| 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 | |||
| 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 | |||
| 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
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