Study 1 – Discriminant validity
| Fornell and Larcker results | |||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Aad | 0.94 | ||||
| 2. Brand love | 0.71 | 0.87 | |||
| 3. Brand attachment | 0.65 | 0.56 | 0.89 | ||
| 4. PS | 0.48 | 0.42 | 0.11 | 0.89 | |
| 5. SEI | 0.21 | 0.23 | 0.26 | 0.24 | 0.93 |
| 6. Abrand | 0.55 | 0.61 | 0.56 | 0.16 | 0.29 |
| Fornell and Larcker results | |||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Aad | |||||
| 2. Brand love | 0.71 | ||||
| 3. Brand attachment | 0.65 | 0.56 | |||
| 4. PS | 0.48 | 0.42 | 0.11 | ||
| 5. SEI | 0.21 | 0.23 | 0.26 | 0.24 | |
| 6. Abrand | 0.55 | 0.61 | 0.56 | 0.16 | 0.29 |
Notes:
SEI: Strength of ethnic identification; Aad: Attitude toward the Ad; Abrand: Attitude toward the brand; PS: Perceived similarity
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