Table 1 Measures Variable Items... | Emerald Publishing

Table 1

Measures

Variable	Items	Cronbach’s alpha reported in source	Source
Functional congruity	1. This brand has all of the functions I desire from a mobile phone 2. This brand meets all my functional needs for using a mobile phone 3. The functional value provided by this brand is consistent with what I expect from a mobile phone brand 4. This brand performs well on the functional attributes I value the most for mobile phones	0.93	Sop and Kozak (2019)
Self-congruity	1. This brand is consistent with my identity 2. This brand is a reflection of how I see myself 3. Using this brand reflects who I am 4. Someone who uses this brand is similar to me	0.93	Liu et al. (2012)
Brand trust	1. I feel confidence in this brand 2. I could rely on this brand 3. I think this brand would be honest 4. I think this brand would be safe	0.94	Chaudhuri and Holbrook (2001)
Perceived realism	1. The material showed something that could possibly happen in real life 2. The story in the material could actually happen in real life 3. Never in real life would what was shown in the material happen (negative item) 4. The material showed something that had really happened 5. What was shown in the material had actually happened 6. The material was based on facts 7. I believe what is described in the material 8. I think the incident described in the report is trustworthy	0.85	Cho et al. (2012)

Variable	Items	Cronbach’s alpha reported in source	Source
Functional congruity	1. This brand has all of the functions I desire from a mobile phone2. This brand meets all my functional needs for using a mobile phone3. The functional value provided by this brand is consistent with what I expect from a mobile phone brand4. This brand performs well on the functional attributes I value the most for mobile phones	0.93	Sop and Kozak (2019)
Self-congruity	1. This brand is consistent with my identity2. This brand is a reflection of how I see myself3. Using this brand reflects who I am4. Someone who uses this brand is similar to me	0.93	Liu et al. (2012)
Brand trust	1. I feel confidence in this brand2. I could rely on this brand3. I think this brand would be honest4. I think this brand would be safe	0.94	Chaudhuri and Holbrook (2001)
Perceived realism	1. The material showed something that could possibly happen in real life2. The story in the material could actually happen in real life3. Never in real life would what was shown in the material happen (negative item)4. The material showed something that had really happened5. What was shown in the material had actually happened6. The material was based on facts7. I believe what is described in the material8. I think the incident described in the report is trustworthy	0.85	Cho et al. (2012)