Summary statistics and reliabilities for the scales
| Construct | No. of items | M (SD) | Cronbach’s α | SCR | AVE |
|---|---|---|---|---|---|
| Self-brand integration | 4 | 3.7 (1.4) | 0.94 | 0.94 | 0.80 |
| Positive emotional connection | 3 | 3.6 (1.4) | 0.90 | 0.90 | 0.75 |
| Anticipated separation distress | 4 | 3.4 (1.8) | 0.95 | 0.93 | 0.83 |
| Liking for anthropomorphized brand | 3 | 4.1 (1.6) | 0.95 | 0.94 | 0.84 |
| Construct | No. of items | Cronbach’s | SCR | AVE | |
|---|---|---|---|---|---|
| Self-brand integration | 4 | 3.7 (1.4) | 0.94 | 0.94 | 0.80 |
| Positive emotional connection | 3 | 3.6 (1.4) | 0.90 | 0.90 | 0.75 |
| Anticipated separation distress | 4 | 3.4 (1.8) | 0.95 | 0.93 | 0.83 |
| Liking for anthropomorphized brand | 3 | 4.1 (1.6) | 0.95 | 0.94 | 0.84 |
Notes: χ2(84)=517.85, p=0.000; GFI=0.85; SRMR=0.04; CFI=0.98; NNFI=0.98
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