Table A2 Multigroup analysis:...

Table A2

Multigroup analysis: measurement scales statistics for Group 1 and Group 2

	Loadings		Mean		StDev
Measures	Group 1	Group 2	Group 1	Group 2	Group 1	Group 2
CBC cause-brand congruence *(Joo et al., 2019)*
The brand and the cause/purpose fit together well	0.900	0.816	5.625	5.634	1.472	1.117
The brand seems to align well with the cause/purpose	0.942	0.899	5.643	5.821	1.542	1.216
The brand and the cause/purpose seem compatible	0.948	0.922	5.670	5.582	1.588	1.269
AUT cause-brand authenticity *(Alhouti et al., 2016)*
The brand support to this cause/purpose is genuine	0.927	0.899	5.538	5.505	1.629	1.343
The brand is being true to itself while supporting this cause/purpose	0.926	0.873	5.543	5.513	1.656	1.342
By supporting this cause/purpose, the brand stands up for what it believes in	0.930	0.876	5.333	5.403	1.673	1.303
*Considering the association between the brand and the cause/purpose…*
BIM brand image (Martínez and de Chernatony, 2004; Woisetschläger and Michaelis, 2012)
This brand is interesting	0.875	0.816	5.728	5.747	1.354	1.254
This brand is attractive	0.848	0.857	5.795	5.788	1.267	1.060
This brand is likeable	0.907	0.883	5.693	5.172	1.565	1.423
SBC self-brand congruity *(Stokburger-Sauer et al., 2012; Tuškej et al., 2013)*
This brand embodies what I believe in	0.888	0.865	5.093	4.333	1.550	1.523
I feel identified with this brand	0.871	0.829	5.189	5.615	1.452	1.186
I feel that my values and the values of this brand are very similar	0.885	0.848	5.143	5.480	1.567	1.219
INP intention to purchase *(Napoli et al., 2014)*
It is likely that I will purchase this brand	0.885	0.847	4.998	4.993	1.601	1.499
I would consider buying this brand the next time I need this type of product	0.906	0.873	4.905	4.747	1.670	1.505
I would definitely try this brand	0.897	0.896	4.323	4.267	1.655	1.429
INR intention to recommend *(Zeithaml et al., 1996)*
I would recommend this brand to other people	0.942	0.921	5.618	5.527	1.456	1.260
I would say positive things about this brand to other people	0.955	0.937	5.503	5.223	1.482	1.441
I would encourage friends and relatives to try this brand	0.965	0.952	5.573	5.366	1.482	1.319

	Loadings		Mean		StDev
Measures	Group 1	Group 2	Group 1	Group 2	Group 1	Group 2
CBC cause-brand congruence(Joo et al., 2019)
The brand and the cause/purpose fit together well	0.900	0.816	5.625	5.634	1.472	1.117
The brand seems to align well with the cause/purpose	0.942	0.899	5.643	5.821	1.542	1.216
The brand and the cause/purpose seem compatible	0.948	0.922	5.670	5.582	1.588	1.269
AUT cause-brand authenticity(Alhouti et al., 2016)
The brand support to this cause/purpose is genuine	0.927	0.899	5.538	5.505	1.629	1.343
The brand is being true to itself while supporting this cause/purpose	0.926	0.873	5.543	5.513	1.656	1.342
By supporting this cause/purpose, the brand stands up for what it believes in	0.930	0.876	5.333	5.403	1.673	1.303
Considering the association between the brand and the cause/purpose…
BIM brand image(Martínez and de Chernatony, 2004; Woisetschläger and Michaelis, 2012)
This brand is interesting	0.875	0.816	5.728	5.747	1.354	1.254
This brand is attractive	0.848	0.857	5.795	5.788	1.267	1.060
This brand is likeable	0.907	0.883	5.693	5.172	1.565	1.423
SBC self-brand congruity(Stokburger-Sauer et al., 2012; Tuškej et al., 2013)
This brand embodies what I believe in	0.888	0.865	5.093	4.333	1.550	1.523
I feel identified with this brand	0.871	0.829	5.189	5.615	1.452	1.186
I feel that my values and the values of this brand are very similar	0.885	0.848	5.143	5.480	1.567	1.219
INP intention to purchase(Napoli et al., 2014)
It is likely that I will purchase this brand	0.885	0.847	4.998	4.993	1.601	1.499
I would consider buying this brand the next time I need this type of product	0.906	0.873	4.905	4.747	1.670	1.505
I would definitely try this brand	0.897	0.896	4.323	4.267	1.655	1.429
INR intention to recommend(Zeithaml et al., 1996)
I would recommend this brand to other people	0.942	0.921	5.618	5.527	1.456	1.260
I would say positive things about this brand to other people	0.955	0.937	5.503	5.223	1.482	1.441
I would encourage friends and relatives to try this brand	0.965	0.952	5.573	5.366	1.482	1.319

Notes:

Group 1 (n = 288): high involvement with the cause/purpose; Group 2 (n = 382): poor/moderate involvement with the cause/purpose

Source: Authors’ own work

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