Table 1. Reliability, convergent and...

Table 1.

Reliability, convergent and discriminant validity

				Fornell and Larcker’s and HTMT criterion
Variables	α	CR	AVE	1	2	3	4	5	6	7	8
1 BE (Affective)	0.85	0.91	0.77	0.876	0.732	0.692	0.790	0.665	0.489	0.619	0.460
2 BE (Behavioural)	0.78	0.87	0.70	0.600	0.840	0.604	0.563	0.518	0.529	0.468	0.372
3 BE (Intellectual)	0.86	0.91	0.78	0.590	0.503	0.879	0.678	0.426	0.344	0.530	0.259
4 BE (Sensory)	0.89	0.93	0.82	0.687	0.472	0.595	0.904	0.581	0.462	0.584	0.385
5 BL (Affection)	0.87	0.90	0.64	0.572	0.433	0.361	0.512	0.799	0.575	0.521	0.611
6 BL (Passion)	0.82	0.88	0.66	0.414	0.428	0.291	0.396	0.503	0.821	0.344	0.499
7 BL (Loyalty)	0.92	0.93	0.62	0.551	0.407	0.474	0.530	0.476	0.311	0.781	0.682
8 Willingness to pay a premium price	0.71	0.87	0.77	0.356	0.277	0.197	0.305	0.481	0.383	0.550	0.879

				Fornell and Larcker’s and HTMT criterion
Variables	α	CR	AVE	1	2	3	4	5	6	7	8
1 BE (Affective)	0.85	0.91	0.77	0.876	0.732	0.692	0.790	0.665	0.489	0.619	0.460
2 BE (Behavioural)	0.78	0.87	0.70	0.600	0.840	0.604	0.563	0.518	0.529	0.468	0.372
3 BE (Intellectual)	0.86	0.91	0.78	0.590	0.503	0.879	0.678	0.426	0.344	0.530	0.259
4 BE (Sensory)	0.89	0.93	0.82	0.687	0.472	0.595	0.904	0.581	0.462	0.584	0.385
5 BL (Affection)	0.87	0.90	0.64	0.572	0.433	0.361	0.512	0.799	0.575	0.521	0.611
6 BL (Passion)	0.82	0.88	0.66	0.414	0.428	0.291	0.396	0.503	0.821	0.344	0.499
7 BL (Loyalty)	0.92	0.93	0.62	0.551	0.407	0.474	0.530	0.476	0.311	0.781	0.682
8 Willingness to pay a premium price	0.71	0.87	0.77	0.356	0.277	0.197	0.305	0.481	0.383	0.550	0.879

Notes:

α = Cronbach’s α; CR = Composite reliability; AVE = Average Variance Extracted. BE = Brand Experience; BL = Brand Love.

The diagonal elements (in italics) are the square root of the AVE. Values below the diagonal elements are the inter-construct correlations (Fornell and Larcker’s test). Values above the diagonal indicate the HTMT ratio

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