Table II. Correlation matrix Constructs...

Table II.

Correlation matrix

Constructs	SelfB	Emlove	Category	Positive online WOM	NWOM
SelfB	0.812^a
Emlove	0.401	0.700^a
Category	0.594	0.648	0.749^a
Positive online WOM	0.669	0.256	0.557	0.808^a
NWOM	0.063	−0.239	−0.186	−0.092	0.835^a

Constructs	SelfB	Emlove	Category	Positive online WOM	NWOM
SelfB	0.812^a
Emlove	0.401	0.700^a
Category	0.594	0.648	0.749^a
Positive online WOM	0.669	0.256	0.557	0.808^a
NWOM	0.063	−0.239	−0.186	−0.092	0.835^a

Notes: ^a Square root of the AVE on the diagonal

SelfB = self-brand connection; Emlove = embedded love; Category = product category brand love; NWOM = negative word of mouth online and offline

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