Correlation matrix and average variance extracted scores for all the constructs
| Constructs | AVE | Brand reputation | Coach interaction with students | Student-student interaction | Student satisfaction | Brand identification | Willingness to recommend | Willingness to incur premium |
|---|---|---|---|---|---|---|---|---|
| Brand reputation | 0.517 | 1 | ||||||
| Coach-student interaction | 0.537 | 0.416 | 1 | |||||
| Student-student interaction | 0.557 | 0.535 | 0.497 | 1 | ||||
| Student satisfaction | 0.529 | 0.544 | 0.461 | 0.628 | 1 | |||
| Brand identification | 0.516 | 0.488 | 0.462 | 0.617 | 0.615 | 1 | ||
| Willingness to recommend | 0.604 | 0.596 | 0.456 | 0.586 | 0.639 | 0.680 | 1 | |
| Willingness to incur a premium | 0.586 | 0.472 | 0.365 | 0.459 | 0.523 | 0.559 | 0.631 | 1 |
| Constructs | AVE | Brand reputation | Coach interaction with students | Student-student interaction | Student satisfaction | Brand identification | Willingness to recommend | Willingness to incur premium |
|---|---|---|---|---|---|---|---|---|
| Brand reputation | 0.517 | 1 | ||||||
| Coach-student interaction | 0.537 | 0.416 | 1 | |||||
| Student-student interaction | 0.557 | 0.535 | 0.497 | 1 | ||||
| Student satisfaction | 0.529 | 0.544 | 0.461 | 0.628 | 1 | |||
| Brand identification | 0.516 | 0.488 | 0.462 | 0.617 | 0.615 | 1 | ||
| Willingness to recommend | 0.604 | 0.596 | 0.456 | 0.586 | 0.639 | 0.680 | 1 | |
| Willingness to incur a premium | 0.586 | 0.472 | 0.365 | 0.459 | 0.523 | 0.559 | 0.631 | 1 |
Note: AVE, average variance extracted