Table II. Measurement items, mean,...

Table II.

Measurement items, mean, standard deviation and squared multiple correlations

Construct and items	SL	M	SD	SMC
Value congruity (VC)
I have a clear understanding of the core values of this brand (VC1)	0.98	5.42	1.04	0.88
I really support the intent of the core values of this brand (VC2)	0.97	5.46	1.01	0.87
I have a great deal of agreement about what this brand’s core values represent (VC3)	0.73	5.87	0.41	0.53
This brand is relevant to my values and needs (VC4)	0.90	5.48	0.94	0.80
Consumer–brand identification (CBI)
I identify with this brand (CBI1)	0.81	3.09	1.46	0. 64
When I talk about this brand, I usually say “we” rather than “they” (CB2)	0.86	3.98	1.42	0.73
I feel that my personality and the personality of this brand are very similar (CB3)	0.90	4.18	1.32	0.81
I have a lot in common with other people using this brand (CB4)	0.85	4.82	1.11	0.71
Customer brand engagement (CBE)
I feel good when I use this brand (CBE1)	0.92	5.09	1.19	0.84
Using this brand makes me happy (CBE2)	0.94	4.95	1.22	0.88
Using this brand gets me to think about the brand (CBE3)	0.82	4.89	1.20	0.67
Using this brand stimulates my interest to learn more about brand (CBE4)	0.95	4.99	1.13	0.89
Affective commitment (ABC)
I get excited when I think of buying this brand (ABC1)	0.91	4.66	1.25	0.83
I feel rewarded when I buy this brand (ABC2)	0.69	4.71	1.10	0.47
I feel personally satisfied when I buy this brand (ABC3)	0.92	4.55	1.24	0.84
I feel emotionally attached to this brand (ABC4)	0.95	4.56	1.23	0.87
Brand loyalty (BL)
I would recommend this brand to someone who seeks my advice (BL1)	0.88	5.36	1.01	0.77
I would encourage friends to do business with this brand (BL2)	0.92	5.24	1.10	0.85
I would say positive things about this brand to other people (BL3)	0.93	5.15	1.14	0.87
I would do more business with this brand in the next few years (BL4)	0.78	4.61	1.22	0.61
I am a loyal customer of this brand (BL5)	0.85	4.55	1.30	0.72
I am willing to maintain my relationship with this brand (BL6)	0.87	4.64	1.33	0.76

Construct and items	SL	M	SD	SMC
Value congruity (VC)
I have a clear understanding of the core values of this brand (VC1)	0.98	5.42	1.04	0.88
I really support the intent of the core values of this brand (VC2)	0.97	5.46	1.01	0.87
I have a great deal of agreement about what this brand’s core values represent (VC3)	0.73	5.87	0.41	0.53
This brand is relevant to my values and needs (VC4)	0.90	5.48	0.94	0.80
Consumer–brand identification (CBI)
I identify with this brand (CBI1)	0.81	3.09	1.46	0. 64
When I talk about this brand, I usually say “we” rather than “they” (CB2)	0.86	3.98	1.42	0.73
I feel that my personality and the personality of this brand are very similar (CB3)	0.90	4.18	1.32	0.81
I have a lot in common with other people using this brand (CB4)	0.85	4.82	1.11	0.71
Customer brand engagement (CBE)
I feel good when I use this brand (CBE1)	0.92	5.09	1.19	0.84
Using this brand makes me happy (CBE2)	0.94	4.95	1.22	0.88
Using this brand gets me to think about the brand (CBE3)	0.82	4.89	1.20	0.67
Using this brand stimulates my interest to learn more about brand (CBE4)	0.95	4.99	1.13	0.89
Affective commitment (ABC)
I get excited when I think of buying this brand (ABC1)	0.91	4.66	1.25	0.83
I feel rewarded when I buy this brand (ABC2)	0.69	4.71	1.10	0.47
I feel personally satisfied when I buy this brand (ABC3)	0.92	4.55	1.24	0.84
I feel emotionally attached to this brand (ABC4)	0.95	4.56	1.23	0.87
Brand loyalty (BL)
I would recommend this brand to someone who seeks my advice (BL1)	0.88	5.36	1.01	0.77
I would encourage friends to do business with this brand (BL2)	0.92	5.24	1.10	0.85
I would say positive things about this brand to other people (BL3)	0.93	5.15	1.14	0.87
I would do more business with this brand in the next few years (BL4)	0.78	4.61	1.22	0.61
I am a loyal customer of this brand (BL5)	0.85	4.55	1.30	0.72
I am willing to maintain my relationship with this brand (BL6)	0.87	4.64	1.33	0.76

Notes:

SL = standard loadings, M = mean, SD = standard deviation and SMC = squared multiple correlation

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