Table 5 Assessing the reflective... | Emerald Publishing

Table 5

Assessing the reflective measurement models

	Factor loadings	Average variance extracted	Cronbach's alpha	Composite reliability	Fornell-Larcker criterion
Explicit brand attitude	0.852–0.908	0.799	0.950	0.960	0.894 > 0.677
Implicit brand attitude	0.717–0.810	0.572	0.850	0.889	0.756 > 0.677
Explicit attractiveness	0.852–0.902	0.784	0.862	0.916	0.885 > 0.678
Implicit attractiveness	0.784–0.828	0.646	0.727	0.846	0.804 > 0.622
Behavioral intention	0.937–0.947	0.888	0.874	0.940	0.942 > 0.589

	Factor loadings	Average variance extracted	Cronbach's alpha	Composite reliability	Fornell-Larcker criterion
Explicit brand attitude	0.852–0.908	0.799	0.950	0.960	0.894 > 0.677
Implicit brand attitude	0.717–0.810	0.572	0.850	0.889	0.756 > 0.677
Explicit attractiveness	0.852–0.902	0.784	0.862	0.916	0.885 > 0.678
Implicit attractiveness	0.784–0.828	0.646	0.727	0.846	0.804 > 0.622
Behavioral intention	0.937–0.947	0.888	0.874	0.940	0.942 > 0.589