Table 5. Blue colour marker (study 2)... | Emerald Publishing

Table 5.

Blue colour marker (study 2)

Blue colour marker (Study 2)	VIF	A	CR	AVE
I love the blue colour	1.945	0.784	0.882	0.658
The blue colour is nice	2.722
I hope to buy a car in the blue colour	1.233
I like the blue colour	2.892
Conditional indirect effects: Brand Coolness → ATB → Brand Love
CC	B	B (With marker)
−1.284	1.123	0.355
0	1.104	0.256
1.284	1.084	0.157
Index moderation mediation	−0.015	−0.073
R² Brand Love	0.560	0.228
R² ATB	0.091	0.618

Blue colour marker (Study 2)	VIF	A	CR	AVE
I love the blue colour	1.945	0.784	0.882	0.658
The blue colour is nice	2.722
I hope to buy a car in the blue colour	1.233
I like the blue colour	2.892
Conditional indirect effects: Brand Coolness → ATB → Brand Love
CC	B	B (With marker)
−1.284	1.123	0.355
0	1.104	0.256
1.284	1.084	0.157
Index moderation mediation	−0.015	−0.073
R² Brand Love	0.560	0.228
R² ATB	0.091	0.618

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