Table 2 Measurement scales statistics...

Table 2

Measurement scales statistics

Measures	Loading	Mean	SD	α	CR(AVE)
CBC Cause-brand congruence (Joo et al., 2019)				0.903	0.939(0.838)
The brand and the cause/purpose fit together well	0.877	5.702	1.339
The brand seems to align well with the cause/purpose	0.940	5.577	1.418
The brand and the cause/purpose seem compatible	0.928	5.780	1.466
AUT Cause-brand authenticity (Alhouti et al., 2016)				0.902	0.938(0.835)
The brand support to this cause/purpose is genuine	0.914	5.374	1.502
The brand is being true to itself while supporting this cause/purpose	0.918	5.530	1.536
By supporting this cause/purpose, the brand stands up for what it believes in	0.910	5.543	1.533
Considering the association between the brand and the cause…
BIM Brand image (Martínez and de Chernatony, 2004; Woisetschläger and Michaelis, 2012)				0.837	0.902(0.754)
This brand is interesting	0.855	5.830	1.314
This brand is attractive	0.851	5.899	1.189
This brand is likeable	0.898	5.226	1.634
SBC Self-brand congruity (Stokburger-Sauer et al., 2012; Tuškej et al., 2013)				0.840	0.904(0.758)
This brand embodies what I believe in	0.880	4.390	1.660
I feel identified with this brand	0.859	5.674	1.349
I feel that my values and the values of this brand are very similar	0.874	5.482	1.500
INP Intention to purchase (Napoli et al., 2014)				0.865	0.918(0.788)
It is likely that I will purchase this brand	0.894	4.986	1.559
I would consider buying this brand the next time I need this type of product	0.898	4.860	1.604
I would definitely try this brand	0.871	4.295	1.568
INR Intention to recommend (Zeithaml et al., 1996)				0.943	0.963(0.898)
I would recommend this brand to other people	0.960	5.509	1.380
I would say positive things about this brand to other people	0.934	5.598	1.470
I would encourage friends and relatives to try this brand	0.947	5.395	1.420

Measures	Loading	Mean	SD	α	CR(AVE)
CBC Cause-brand congruence (Joo et al., 2019)				0.903	0.939(0.838)
The brand and the cause/purpose fit together well	0.877	5.702	1.339
The brand seems to align well with the cause/purpose	0.940	5.577	1.418
The brand and the cause/purpose seem compatible	0.928	5.780	1.466
AUT Cause-brand authenticity (Alhouti et al., 2016)				0.902	0.938(0.835)
The brand support to this cause/purpose is genuine	0.914	5.374	1.502
The brand is being true to itself while supporting this cause/purpose	0.918	5.530	1.536
By supporting this cause/purpose, the brand stands up for what it believes in	0.910	5.543	1.533
Considering the association between the brand and the cause…
BIM Brand image (Martínez and de Chernatony, 2004; Woisetschläger and Michaelis, 2012)				0.837	0.902(0.754)
This brand is interesting	0.855	5.830	1.314
This brand is attractive	0.851	5.899	1.189
This brand is likeable	0.898	5.226	1.634
SBC Self-brand congruity (Stokburger-Sauer et al., 2012; Tuškej et al., 2013)				0.840	0.904(0.758)
This brand embodies what I believe in	0.880	4.390	1.660
I feel identified with this brand	0.859	5.674	1.349
I feel that my values and the values of this brand are very similar	0.874	5.482	1.500
INP Intention to purchase (Napoli et al., 2014)				0.865	0.918(0.788)
It is likely that I will purchase this brand	0.894	4.986	1.559
I would consider buying this brand the next time I need this type of product	0.898	4.860	1.604
I would definitely try this brand	0.871	4.295	1.568
INR Intention to recommend (Zeithaml et al., 1996)				0.943	0.963(0.898)
I would recommend this brand to other people	0.960	5.509	1.380
I would say positive things about this brand to other people	0.934	5.598	1.470
I would encourage friends and relatives to try this brand	0.947	5.395	1.420

Source:

Authors’ own work

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