First- and second-order measurement models estimation
| Latent variable | Items | Coeff. λ | t value | Cronb. α | CR | AVE |
|---|---|---|---|---|---|---|
| First-order model of brand identification | ||||||
| Personal brand identification | This brand represents me | 0.881 | 25.878 | 0.947 | 0.969 | 0.912 |
| This brand reflects my personality | 1 | –- | ||||
| This brand reflects my true self | 0.979 | 40.180 | ||||
| Social brand identification | This brand has a positive influence on the image I have of society | 0.949 | 44.514 | 0.979 | 0.984 | 0.954 |
| This brand has a positive impact on what others think of me | 0.980 | 62.628 | ||||
| This brand improves the way society sees me | 1 | – | ||||
| Second-order model | ||||||
| Ethnocentrism | Only products that are not produced in our region should be purchased from other regions | 0.686 | 12.416 | 0.838 | 0.898 | 0.504 |
| A true Spanish should buy Spanish-made products | 0.556 | 9.568 | ||||
| Buying foreign products is anti-Spanish | 0.691 | 12.623 | ||||
| There should be a very little trading or purchasing of goods from other regions unless out of necessity | 1 | – | ||||
| Spanish consumers should not buy products from other regions or countries, because it harms the regional/national economy and causes unemployment | 0.833 | 16.483 | ||||
| Curbs should be placed on all imports | 0.587 | 10.162 | ||||
| I prefer to buy products from my area, even if they cost more | 0.631 | 10.792 | ||||
| Spanish consumers should buy from other regions or foreign countries only the products that we cannot produce in ours | 0.647 | 11.556 | ||||
| Spanish consumers who purchase products made in other areas are responsible for putting Spanish people out of work | 0.653 | 11.695 | ||||
| Brand trust | I trust this brand | 0.827 | 18.54 | 0.877 | 0.912 | 0.680 |
| This brand never disappoints me | 0.912 | 22.666 | ||||
| This brand guarantees my satisfaction | 1 | – | ||||
| This brand gives me the confidence to solve problems with their products | 0.681 | 13.337 | ||||
| This brand strives to do everything possible to satisfy me | 0.65 | 12.475 | ||||
| Brand love | This brand makes me feel good | 0.703 | 15.302 | 0.915 | 0.934 | 0.712 |
| This brand makes me very happy | 0.855 | 23.395 | ||||
| I love this brand | 0.953 | 33.598 | ||||
| This brand is a pure delight, it tastes good | 1 | – | ||||
| This brand fascinates me | 0.923 | 29.364 | ||||
| I am very attached to this brand | 0.533 | 10.033 | ||||
| Brand identification | Personal Brand Identification | 1 | – | N/A | 0.857 | 0.755 |
| Social Brand Identification | 0.714 | 10.292 | ||||
| Brand boycott | I will not buy this brand in the future | 0.890 | 27.055 | 0.949 | 0.963 | 0.896 |
| I may not buy this brand in the coming months | 0.947 | 34.325 | ||||
| I am not willing to buy this brand in my next purchase of sparkling wine | 1 | – | ||||
| Goodness of fit: χ2 = 455.230 (p = 0.00); RMSEA= 0.0515; NFI = 0.937; CFI = 0.969; IFI= 0.969; RFI = 0.929 | ||||||
| Latent variable | Items | Coeff. | Cronb. | CR | AVE | |
|---|---|---|---|---|---|---|
| Personal brand identification | This brand represents me | 0.881 | 25.878 | 0.947 | 0.969 | 0.912 |
| This brand reflects my personality | 1 | –- | ||||
| This brand reflects my true self | 0.979 | 40.180 | ||||
| Social brand identification | This brand has a positive influence on the image I have of society | 0.949 | 44.514 | 0.979 | 0.984 | 0.954 |
| This brand has a positive impact on what others think of me | 0.980 | 62.628 | ||||
| This brand improves the way society sees me | 1 | – | ||||
| Ethnocentrism | Only products that are not produced in our region should be purchased from other regions | 0.686 | 12.416 | 0.838 | 0.898 | 0.504 |
| A true Spanish should buy Spanish-made products | 0.556 | 9.568 | ||||
| Buying foreign products is anti-Spanish | 0.691 | 12.623 | ||||
| There should be a very little trading or purchasing of goods from other regions unless out of necessity | 1 | – | ||||
| Spanish consumers should not buy products from other regions or countries, because it harms the regional/national economy and causes unemployment | 0.833 | 16.483 | ||||
| Curbs should be placed on all imports | 0.587 | 10.162 | ||||
| I prefer to buy products from my area, even if they cost more | 0.631 | 10.792 | ||||
| Spanish consumers should buy from other regions or foreign countries only the products that we cannot produce in ours | 0.647 | 11.556 | ||||
| Spanish consumers who purchase products made in other areas are responsible for putting Spanish people out of work | 0.653 | 11.695 | ||||
| Brand trust | I trust this brand | 0.827 | 18.54 | 0.877 | 0.912 | 0.680 |
| This brand never disappoints me | 0.912 | 22.666 | ||||
| This brand guarantees my satisfaction | 1 | – | ||||
| This brand gives me the confidence to solve problems with their products | 0.681 | 13.337 | ||||
| This brand strives to do everything possible to satisfy me | 0.65 | 12.475 | ||||
| Brand love | This brand makes me feel good | 0.703 | 15.302 | 0.915 | 0.934 | 0.712 |
| This brand makes me very happy | 0.855 | 23.395 | ||||
| I love this brand | 0.953 | 33.598 | ||||
| This brand is a pure delight, it tastes good | 1 | – | ||||
| This brand fascinates me | 0.923 | 29.364 | ||||
| I am very attached to this brand | 0.533 | 10.033 | ||||
| Brand identification | Personal Brand Identification | 1 | – | N/A | 0.857 | 0.755 |
| Social Brand Identification | 0.714 | 10.292 | ||||
| Brand boycott | I will not buy this brand in the future | 0.890 | 27.055 | 0.949 | 0.963 | 0.896 |
| I may not buy this brand in the coming months | 0.947 | 34.325 | ||||
| I am not willing to buy this brand in my next purchase of sparkling wine | 1 | – | ||||
Notes:
N/A: not applicable; RMSEA = root mean square error of approximation; NFI = normed fit index; CFI = comparative fit indx; IFI = incremental fit index; relative fix index
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