Table 2 Correlation matrix, AVE values...

Table 2

Correlation matrix, AVE values and squared correlations among constructs

Construct	M (SD)	Correlation matrix (n = 360)						Factor loadings	Z-Value	α	CR	AVE
Construct	M (SD)	1	2	3	4	5	6	Factor loadings	Z-Value	α	CR	AVE
1. Esports fan identity	5.37(1.29)	0.61						0.713–0.867	14.91–19.76	0.85	0.86	0.61
2. Brand fan identity	3.29(1.71)	0.14	0.76					0.762–0.923	16.76–22.67	0.92	0.93	0.76
3. Esports event attachment	4.80(1.65)	0.54	0.24	0.73				0.775–0.922	17.11–22.57	0.92	0.92	0.73
4. Sponsor-brand attitude	4.30(2.01)	0.24	0.31	0.53	0.84			0.897–0.927	21.66–22.94	0.95	0.96	0.84
5. Event word-of-mouth	5.60(1.38)	0.41	0.14	0.52	0.27	0.80		0.858–0.910	20.00–21.99	0.92	0.92	0.80
6. Brand purchase intention	4.77(1.81)	0.20	0.19	0.29	0.48	0.32	0.90	0.936–0.956	23.50–24.39	0.96	0.96	0.90

Construct	M (SD)	Correlation matrix (n = 360)						Factor loadings	Z-Value	α	CR	AVE
Construct	M (SD)	1	2	3	4	5	6	Factor loadings	Z-Value	α	CR	AVE
1. Esports fan identity	5.37(1.29)	0.61						0.713–0.867	14.91–19.76	0.85	0.86	0.61
2. Brand fan identity	3.29(1.71)	0.14	0.76					0.762–0.923	16.76–22.67	0.92	0.93	0.76
3. Esports event attachment	4.80(1.65)	0.54	0.24	0.73				0.775–0.922	17.11–22.57	0.92	0.92	0.73
4. Sponsor-brand attitude	4.30(2.01)	0.24	0.31	0.53	0.84			0.897–0.927	21.66–22.94	0.95	0.96	0.84
5. Event word-of-mouth	5.60(1.38)	0.41	0.14	0.52	0.27	0.80		0.858–0.910	20.00–21.99	0.92	0.92	0.80
6. Brand purchase intention	4.77(1.81)	0.20	0.19	0.29	0.48	0.32	0.90	0.936–0.956	23.50–24.39	0.96	0.96	0.90

Note(s): No correlations failed the AVE test of discriminant validity. M = mean; SD = standard deviation; α = Cronbach's Alpha

Values on the diagonal refer to average variance extracted (AVE)

Source(s): Authors own creation

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