Discriminant validity HTMT ratio
| Construct | BE | PBC | PEC | PE | SEV |
|---|---|---|---|---|---|
| BE | |||||
| PBC | 0.780 | ||||
| PEC | 0.723 | 0.708 | |||
| PE | 0.631 | 0.762 | 0.713 | ||
| SEV | 0.714 | 0.745 | 0.863 | 0.658 |
| Construct | BE | PBC | PEC | PE | SEV |
|---|---|---|---|---|---|
| BE | |||||
| PBC | 0.780 | ||||
| PEC | 0.723 | 0.708 | |||
| PE | 0.631 | 0.762 | 0.713 | ||
| SEV | 0.714 | 0.745 | 0.863 | 0.658 |
Note(s): BE, Brand equity; PBC, Perceived brand coolness; PEC, Perceived emotional challenge; PE, Perceived enjoyment; SEV, Online self-expressive value
Source(s): Table denoted by authors
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