Table 2. Study 2 – Discriminant validity... | Emerald Publishing

Table 2.

Study 2 – Discriminant validity

Fornell and Larcker results
High involvement							Low involvement
	Aad	Brand love	Brand loyalty	PI	PS	SEI		Aad	Brand love	Brand loyalty	PI	PS	SEI
Aad	0.87						Aad	0.86
Brand love	0.25	0.92					Brand love	0.59	0.83
Brand loyalty	0.33	0.75	0.92				Brand loyalty	0.49	0.80	0.91
PI	0.24	0.65	0.65	0.94			PI	0.57	0.70	0.66	0.91
PS	0.44	0.31	0.11	0.20	0.83		PS	0.68	0.69	0.55	0.53	0.80
SEI	0.16	0.12	0.28	0.06	0.18	0.92	SEI	0.09	0.07	0.09	0.01	0.07	0.92
WOM	0.34	0.73	0.78	0.66	0.13	0.31	WOM	0.56	0.84	0.79	0.56	0.57	0.14

Fornell and Larcker results
High involvement							Low involvement
	Aad	Brandlove	Brandloyalty	PI	PS	SEI		Aad	Brandlove	Brandloyalty	PI	PS	SEI
Aad	0.87						Aad	0.86
Brand love	0.25	0.92					Brand love	0.59	0.83
Brand loyalty	0.33	0.75	0.92				Brand loyalty	0.49	0.80	0.91
PI	0.24	0.65	0.65	0.94			PI	0.57	0.70	0.66	0.91
PS	0.44	0.31	0.11	0.20	0.83		PS	0.68	0.69	0.55	0.53	0.80
SEI	0.16	0.12	0.28	0.06	0.18	0.92	SEI	0.09	0.07	0.09	0.01	0.07	0.92
WOM	0.34	0.73	0.78	0.66	0.13	0.31	WOM	0.56	0.84	0.79	0.56	0.57	0.14

Notes:

SEI: Strength of ethnic identification; Aad: Attitude toward the Ad; PI: Purchase intention; PS: Perceived similarity: WOM: Word-of-mouth