First-order constructs measurement assessment (reliability, convergence validity)
| Construct | Item | Loading | CR | AVE |
|---|---|---|---|---|
| Brand performance | The products of Brand X are of very good quality | 0.879 | 0.932 | 0.775 |
| Brand X offers products of consistent quality | 0.879 | |||
| Brand X offers durable products | 0.867 | |||
| Brand X offers products that perform consistently | 0.896 | |||
| Brand reputation | X is a well-known brand | 0.879 | 0.933 | 0.777 |
| Brand X is one of the leading brands in the market | 0.924 | |||
| Brand X is reputable | 0.884 | |||
| Brand X is easily recognizable | 0.837 | |||
| Brand trust | I have complete faith in the integrity of brand X | 0.832 | 0.930 | 0.654 |
| Promises made by brand X are reliable | 0.859 | |||
| Brand’s X communications do not make false claims | 0.691 | |||
| Brand X is credible | 0.810 | |||
| Brand X is sincere about its products | 0.859 | |||
| I feel safe when I buy brand X | 0.841 | |||
| Brand X is genuinely committed to my satisfaction | 0.754 | |||
| Brand commitment | I am committed to brand X | 0.914 | 0.923 | 0.799 |
| I have solid support for brand X | 0.910 | |||
| BC3. I can rely on this brand | 0.856 | |||
| Brand passion | I am passionate about brand X | 0.872 | 0.913 | 0.777 |
| X is a captivating brand | 0.913 | |||
| I am enthusiastic about brand X | 0.859 | |||
| Brand intimacy | Most of the time I feel very close to brand X | 0.914 | 0.925 | 0.802 |
| There is a close connection between me and brand X | 0.936 | |||
| There is a certain intimacy between me and brand X | 0.834 | |||
| Repurchase intentions | I will repurchase brand X in the future | 0.854 | 0.903 | 0.756 |
| I would love to use brand X continuously | 0.865 | |||
| Even though brand X is sold out, I won’t purchase other brands | 0.890 | |||
| Willingness to pay price premium | I would be prepared to pay more to be able to buy brand X again | 0.912 | 0.934 | 0.826 |
| I would remain a customer of brand X even if it raised the prices of its laptops, as long as the price rise was reasonable | 0.912 | |||
| I would accept a reasonable price rise, because brand X provides match my expectations | 0.902 | |||
| Positive WOM | I have recommended brand X to many people | 0.944 | 0.958 | 0.885 |
| I would recommend brand X to my friends | 0.944 | |||
| If my friends were planning to buy a laptop I would tell them to buy brand X | 0.935 |
| Construct | Item | Loading | CR | AVE |
|---|---|---|---|---|
| Brand performance | The products of Brand X are of very good quality | 0.879 | 0.932 | 0.775 |
| Brand X offers products of consistent quality | 0.879 | |||
| Brand X offers durable products | 0.867 | |||
| Brand X offers products that perform consistently | 0.896 | |||
| Brand reputation | X is a well-known brand | 0.879 | 0.933 | 0.777 |
| Brand X is one of the leading brands in the market | 0.924 | |||
| Brand X is reputable | 0.884 | |||
| Brand X is easily recognizable | 0.837 | |||
| Brand trust | I have complete faith in the integrity of brand X | 0.832 | 0.930 | 0.654 |
| Promises made by brand X are reliable | 0.859 | |||
| Brand’s X communications do not make false claims | 0.691 | |||
| Brand X is credible | 0.810 | |||
| Brand X is sincere about its products | 0.859 | |||
| I feel safe when I buy brand X | 0.841 | |||
| Brand X is genuinely committed to my satisfaction | 0.754 | |||
| Brand commitment | I am committed to brand X | 0.914 | 0.923 | 0.799 |
| I have solid support for brand X | 0.910 | |||
| BC3. I can rely on this brand | 0.856 | |||
| Brand passion | I am passionate about brand X | 0.872 | 0.913 | 0.777 |
| X is a captivating brand | 0.913 | |||
| I am enthusiastic about brand X | 0.859 | |||
| Brand intimacy | Most of the time I feel very close to brand X | 0.914 | 0.925 | 0.802 |
| There is a close connection between me and brand X | 0.936 | |||
| There is a certain intimacy between me and brand X | 0.834 | |||
| Repurchase intentions | I will repurchase brand X in the future | 0.854 | 0.903 | 0.756 |
| I would love to use brand X continuously | 0.865 | |||
| Even though brand X is sold out, I won’t purchase other brands | 0.890 | |||
| Willingness to pay price premium | I would be prepared to pay more to be able to buy brand X again | 0.912 | 0.934 | 0.826 |
| I would remain a customer of brand X even if it raised the prices of its laptops, as long as the price rise was reasonable | 0.912 | |||
| I would accept a reasonable price rise, because brand X provides match my expectations | 0.902 | |||
| Positive WOM | I have recommended brand X to many people | 0.944 | 0.958 | 0.885 |
| I would recommend brand X to my friends | 0.944 | |||
| If my friends were planning to buy a laptop I would tell them to buy brand X | 0.935 |
Notes:
CR = Composite Reliability; AVE = Average Variance Extracted
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