Table 2 Estimation of the measurement...

Table 2

Estimation of the measurement mode

	Loadings	α	CR	AVE
IMC=Integrated marketing communications		0.896	0.923	0.705
IMC1. Message consistency	0.794
IMC2. Channel consistency	0.885
IMC3. Customer data integration	0.847
IMC 4. Long-term consistency	0.822
IMC5. Cross-functional coordination	0.848
CP=Customer performance		0.910	0.937	0.787
CP1. Customer satisfaction	0.847
CP2. Delivering value to your customers	0.895
CP3. Delivering what your customers want	0.927
CP4. Retaining valued customers	0.877
MP = Market performance		0.898	0.929	0.767
MP1. Market share growth relative to competitors	0.910
MP2. Growth in sales revenue	0.852
MP3. Acquiring new customers	0.904
MP4. Increasing sales to existing customers	0.836
FP=Financial performance		0.913	0.939	0.795
FP1. Company unit profitability	0.929
FP2. Return on investment (ROI)	0.826
FP3. Return on sales (ROS)	0.902
FP4. Reaching financial goals	0.906

	Loadings	α	CR	AVE
IMC=Integrated marketing communications		0.896	0.923	0.705
IMC1. Message consistency	0.794
IMC2. Channel consistency	0.885
IMC3. Customer data integration	0.847
IMC 4. Long-term consistency	0.822
IMC5. Cross-functional coordination	0.848
CP=Customer performance		0.910	0.937	0.787
CP1. Customer satisfaction	0.847
CP2. Delivering value to your customers	0.895
CP3. Delivering what your customers want	0.927
CP4. Retaining valued customers	0.877
MP = Market performance		0.898	0.929	0.767
MP1. Market share growth relative to competitors	0.910
MP2. Growth in sales revenue	0.852
MP3. Acquiring new customers	0.904
MP4. Increasing sales to existing customers	0.836
FP=Financial performance		0.913	0.939	0.795
FP1. Company unit profitability	0.929
FP2. Return on investment (ROI)	0.826
FP3. Return on sales (ROS)	0.902
FP4. Reaching financial goals	0.906

Note(s): α = Cronbach's alpha, AVE = average variance extracted; CR = composite reliability

Source(s): Own elaboration

Sharing Unavailable