Table 3. Predictive ability of the... | Emerald Publishing

Table 3.

Predictive ability of the structural model

Variables	Variance accounted for R² value	The Stone-Geisser test of predictive relevance (Q²=1-SSE/SSO)	Overall goodness of fit (R²*AVE)^0.5
Brand experience
sensory	0.884		0.851
affective	0.996		0.875
behavioural	0.779		0.738
intellectual	0.818		0.798
Brand love	0.469	0.376
affection	0.788		0.813
passion	0.898		0.769
Brand loyalty	0.482	0.401	0.546
Willingness to pay a premium price	0.639	0.394	0.701

Variables	Variance accountedfor R² value	The Stone-Geisser test ofpredictive relevance(Q²=1-SSE/SSO)	Overall goodness of fit(R²*AVE)^0.5
Brand experience
sensory	0.884		0.851
affective	0.996		0.875
behavioural	0.779		0.738
intellectual	0.818		0.798
Brand love	0.469	0.376
affection	0.788		0.813
passion	0.898		0.769
Brand loyalty	0.482	0.401	0.546
Willingness to pay a premium price	0.639	0.394	0.701