Table 4 Assessing discriminant validity...

Table 4

Assessing discriminant validity of measurement model

Constructs/Dimensions	AQ	PQ	CR	AR	UR	Brand co-creation behavior*
Constructs/Dimensions	AQ	PQ	CR	AR	UR	COD	COF	COA	COH
Panel A: Fornell – Larcker criterion
Argument quality (AQ)	0.859
Information quantity (IQ)	0.543	0.806
Cognitive response (CR)	0.562	0.570	0.868
Affective response (AR)	0.490	0.382	0.494	0.885
University reputation (UR)	0.513	0.359	0.508	0.367	0.861
Brand co-creation behavior*	0.477	0.425	0.519	0.443	0.665	0.771
Development (COD)	0.369	0.314	0.392	0.436	0.514	0.883
Feedback (COF)	0.344	0.350	0.400	0.341	0.406	0.501	0.896
Advocacy (COA)	0.441	0.400	0.425	0.358	0.633	0.491	0.437	0.864
Helping (COH)	0.299	0.232	0.386	0.214	0.466	0.409	0.409	0.515	0.891
Panel B: Heterotrait-Monotrait (HTMT)
Argument quality (AQ)
Information quantity (IQ)	0.621
Cognitive response (CR)	0.632	0.646
Affective response (AR)	0.561	0.441	0.562
University reputation (UR)	0.579	0.409	0.570	0.417
Brand co-creation behavior*	0.570	0.512	0.624	0.535	0.791
Development (COD)	0.418	0.358	0.440	0.503	0.587
Feedback (COF)	0.390	0.401	0.451	0.389	0.459	0.572
Advocacy (COA)	0.498	0.457	0.477	0.408	0.715	0.561	0.492
Helping (COH)	0.342	0.266	0.437	0.247	0.531	0.471	0.467	0.586

Constructs/Dimensions	AQ	PQ	CR	AR	UR	Brand co-creation behavior*
Constructs/Dimensions	AQ	PQ	CR	AR	UR	COD	COF	COA	COH
Panel A: Fornell – Larcker criterion
Argument quality (AQ)	0.859
Information quantity (IQ)	0.543	0.806
Cognitive response (CR)	0.562	0.570	0.868
Affective response (AR)	0.490	0.382	0.494	0.885
University reputation (UR)	0.513	0.359	0.508	0.367	0.861
Brand co-creation behavior*	0.477	0.425	0.519	0.443	0.665	0.771
Development (COD)	0.369	0.314	0.392	0.436	0.514	0.883
Feedback (COF)	0.344	0.350	0.400	0.341	0.406	0.501	0.896
Advocacy (COA)	0.441	0.400	0.425	0.358	0.633	0.491	0.437	0.864
Helping (COH)	0.299	0.232	0.386	0.214	0.466	0.409	0.409	0.515	0.891
Panel B: Heterotrait-Monotrait (HTMT)
Argument quality (AQ)
Information quantity (IQ)	0.621
Cognitive response (CR)	0.632	0.646
Affective response (AR)	0.561	0.441	0.562
University reputation (UR)	0.579	0.409	0.570	0.417
Brand co-creation behavior*	0.570	0.512	0.624	0.535	0.791
Development (COD)	0.418	0.358	0.440	0.503	0.587
Feedback (COF)	0.390	0.401	0.451	0.389	0.459	0.572
Advocacy (COA)	0.498	0.457	0.477	0.408	0.715	0.561	0.492
Helping (COH)	0.342	0.266	0.437	0.247	0.531	0.471	0.467	0.586

Note(s): *values for second-order constructs obtained from Step II

Source(s): Table by authors

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