Table 3 Assessing reliability and... | Emerald Publishing

Table 3

Assessing reliability and convergent validity

Constructs	Number of items		Stage I (reflective scale)				Stage II (reflective scale)
Constructs	Initial	Final	Alpha	CR	AVE	Item loading	Alpha	CR	AVE	Item loading
AQ	4	4	0.882	0.919	0.738	0.822–0.884	0.882	0.919	0.738	0.822–0.884
PQ	5	5	0.865	0.902	0.694	0.789–0.824	0.865	0.902	0.694	0.789–0.824
CR	4	4	0.891	0.925	0.754	0.844–0.884	0.891	0.925	0.754	0.844–0.884
AR	3	3	0.862	0.916	0.784	0.882–0.888	0.862	0.916	0.784	0.882–0.888
UR	4	4	0.884	0.920	0.741	0.850–0.872	0.884	0.920	0.741	0.850–0.872
Brand co-creation behavior (reflective-reflective second-order construct)							0.773	0.854	0.594
Development (COD)	4	3	0.859	0.914	0.779	0.854–0.895				0.785
Feedback (COF)	4	3	0.877	0.924	0.803	0.887–0.902				0.736
Advocacy (COA)	4	4	0.887	0.922	0.747	0.849–0.884				0.821
Helping (COH)	3	3	0.870	0.921	0.794	0.887–0.896				0.738

Constructs	Number of items		Stage I (reflective scale)				Stage II (reflective scale)
Constructs	Initial	Final	Alpha	CR	AVE	Item loading	Alpha	CR	AVE	Item loading
AQ	4	4	0.882	0.919	0.738	0.822–0.884	0.882	0.919	0.738	0.822–0.884
PQ	5	5	0.865	0.902	0.694	0.789–0.824	0.865	0.902	0.694	0.789–0.824
CR	4	4	0.891	0.925	0.754	0.844–0.884	0.891	0.925	0.754	0.844–0.884
AR	3	3	0.862	0.916	0.784	0.882–0.888	0.862	0.916	0.784	0.882–0.888
UR	4	4	0.884	0.920	0.741	0.850–0.872	0.884	0.920	0.741	0.850–0.872
Brand co-creation behavior(reflective-reflective second-order construct)							0.773	0.854	0.594
Development (COD)	4	3	0.859	0.914	0.779	0.854–0.895				0.785
Feedback (COF)	4	3	0.877	0.924	0.803	0.887–0.902				0.736
Advocacy (COA)	4	4	0.887	0.922	0.747	0.849–0.884				0.821
Helping (COH)	3	3	0.870	0.921	0.794	0.887–0.896				0.738

Source(s): Table by authors