Table 2 Construct reliability and... | Emerald Publishing

Table 2

Construct reliability and validity

Construct	Item	Loading	AVE	VIF	Composite reliability
Perceived enjoyment (PE)	PE1	0.854	0.864	1.829	0.950
	PE2	0.882		2.122
	PE3	0.821		1.626
Online self-expressive value (SEV)	SEV1	0.881	0.799	2.108	0.923
	SEV2	0.895		2.475
	SEV3	0.905		2.669
Perceived emotional challenge (PEC)	PEC1	0.760	0.594	1.615	0.897
	PEC2	0.823		1.994
	PEC3	0.820		2.186
	PEC4	0.816		1.976
	PEC5	0.750		1.676
Perceived brand coolness (PBC)	PBC1	0.837	0.705	2.299	0.923
	PBC2	0.764		1.749
	PBC3	0.878		2.870
	PBC4	0.878		2.908
	PBC5	0.835		2.380
Brand equity (BE)	BE1	0.920	0.727	3.066	0.889
	BE2	0.931		3.527
	BE3	0.937		3.755

Construct	Item	Loading	AVE	VIF	Composite reliability
Perceived enjoyment (PE)	PE1	0.854	0.864	1.829	0.950
	PE2	0.882		2.122
	PE3	0.821		1.626
Online self-expressive value (SEV)	SEV1	0.881	0.799	2.108	0.923
	SEV2	0.895		2.475
	SEV3	0.905		2.669
Perceived emotional challenge (PEC)	PEC1	0.760	0.594	1.615	0.897
	PEC2	0.823		1.994
	PEC3	0.820		2.186
	PEC4	0.816		1.976
	PEC5	0.750		1.676
Perceived brand coolness (PBC)	PBC1	0.837	0.705	2.299	0.923
	PBC2	0.764		1.749
	PBC3	0.878		2.870
	PBC4	0.878		2.908
	PBC5	0.835		2.380
Brand equity (BE)	BE1	0.920	0.727	3.066	0.889
	BE2	0.931		3.527
	BE3	0.937		3.755

Source(s): Table denoted by authors