Table II

Reliability and convergent validity

ConstructsItem No.ItemsFLCRAVE
Human brand credibility (Attractiveness)HBC1He is attractive0.650.880.71
 HBC2He is glamorous0.50  
 HBC3He is beautiful0.70  
 HBC4He is elegant (decent)Deleted  
 HBC5He is sexy0.71  
HBC (Expertise)HBC6He is an expert in his field0.83  
 HBC7He is experienced0.68  
 HBC8He is knowledgeable0.75  
 HBC9He is qualifiedDeleted  
 HBC10He is a skilled personDeleted  
HBC (Trustworthiness)HBC11He is dependable0.70  
 HBC12He is an honest person0.80  
 HBC13He is a reliable person0.79  
 HBC14He is a sincere person0.75  
 HBC15He is trustworthy0.78  
Human brand equityHBE1It makes sense to listen to this anchor instead of any other anchorDeleted0.780.54
 HBE2Even if another anchor has the same qualities as this anchor, I prefer to listen to this anchor0.74  
 HBE3Even if another anchor is as good as this anchor, I prefer to listen to this anchor0.82  
 HBE4If another anchor is not different in any aspect (way), I feel comfortable listening to him0.64  
Nonhuman Brand CredibilityNHBC1The channel reminds me of someone who is competent and a good source0.620.870.53
 NHBC2This channel has an ability to deliver what it promises0.83  
 NHBC3This delivers what it promises0.83  
 NHBC4The programs of this channel are believable0.72  
 NHBC5Over time my experiences with this channel have led me to expect it to keep its promises0.70  
 NHBC6This channel is a name you can trust0.65  
 NHBC7This channel doesn’t pose to be something it isn’tDeleted  
Nonhuman Brand EquityNHBE1It makes sense to watch this channel instead of any other, even if they are the same0.700.840.58
 NHBE2Even if another channel has some features (programs) as this channel, I prefer to watch this channel0.80  
 NHBE3Even if there is another channel as good as this channel, I prefer to watch this channel0.82  
 NHBE4If another channel is not different in any aspect (way) it gives me pleasure to watch channel this channel0.72  

Notes: FL, Factor loading; CR, composite reliability; AVE, average variance extracted; HBE, human brand equity; NHBE, nonhuman brand equity; HBC, human brand credibility; NHBC, nonhuman brand credibility

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