Note(s): IMC = integrated marketing communications, CP = customer performance, MP = market performance, FP = financial performance. Mean, the average score for all items included in this measure, SD= standard deviation. Diagonal elements are the square root of the average variance extracted (AVE) between the constructs and their measures. Off-diagonal elements are correlations between constructs. For discriminant validity, diagonal elements should be larger than off-diagonal

Source(s): Own elaboration