Discriminant validity results based on Fornell–Larcker criterion
| 1 | 2 | 3 | 4 | |
|---|---|---|---|---|
| 1. Brand satisfaction | 0.82 | |||
| 2. Emotional brand attachment | 0.63 | 0.86 | ||
| 3. Brand love | 0.66 | 0.77 | 0.78 | |
| 4. Brand loyalty | 0.60 | 0.66 | 0.75 | 0.88 |
| 1 | 2 | 3 | 4 | |
|---|---|---|---|---|
| 0.63 | ||||
| 0.66 | 0.77 | |||
| 0.60 | 0.66 | 0.75 |
Notes:
Italic diagonal elements are the square root of AVE for each construct. Off-diagonal elements are the correlations between constructs
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.