Table III Discriminant validity CR AVE...

Table III

Discriminant validity

	CR	AVE	HBE	NHBE	NHBC	HBC
HBE	0.778	0.541	0.735
NHBE	0.845	0.578	0.540	0.760
NHBC	0.871	0.532	0.366	0.649	0.729
HBC	0.881	0.713	0.557	0.422	0.499	0.844

	CR	AVE	HBE	NHBE	NHBC	HBC
HBE	0.778	0.541	0.735
NHBE	0.845	0.578	0.540	0.760
NHBC	0.871	0.532	0.366	0.649	0.729
HBC	0.881	0.713	0.557	0.422	0.499	0.844

Notes: CR, Composite reliability; AVE, average variance extracted; HBE, human brand equity; NHBE, nonhuman brand equity; HBC, human brand credibility; NHBC, nonhuman brand credibility. All diagonal italic values are square root of AVE

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