Table 3. Blue color marker (Study 1)... | Emerald Publishing

Table 3.

Blue color marker (Study 1)

Blue color marker (study 1)	VIF	A	CR	AVE
I love the colour blue	1.845	0.792	0.882	0.656
The colour blue is nice	2.375
I hope to buy a car in the colour blue	1.284
I like the colour blue	2.670
Dependent	Independent	R²	B	B (With marker)
Brand Loyalty	Brand Coolness × CC		0.169	0.158
	Low Levels (−1SD)		−0.433	−0.404
	Middle	0.750	−0.181	−0.088
	High Levels (+1SD)		0.071	0.070
ATB	Mediator	0.363	0.292	0.265
Control variables	Gender	–	0.051	0.049
	Age	–	−0.066	−0.075

Blue color marker (study 1)	VIF	A	CR	AVE
I love the colour blue	1.845	0.792	0.882	0.656
The colour blue is nice	2.375
I hope to buy a car in the colour blue	1.284
I like the colour blue	2.670
Dependent	Independent	R²	B	B (With marker)
Brand Loyalty	Brand Coolness × CC		0.169	0.158
	Low Levels (−1SD)		−0.433	−0.404
	Middle	0.750	−0.181	−0.088
	High Levels (+1SD)		0.071	0.070
ATB	Mediator	0.363	0.292	0.265
Control variables	Gender	–	0.051	0.049
	Age	–	−0.066	−0.075

Notes:

*p <0.05; **p < 0.01; ***p < 0.001. VIF = variance inflation factor; a = cronbach’s alpha; CR = composite reliability; AVE = average variance extracted