Table VIII. EFA scale... | Emerald Publishing

Table VIII.

EFA scale development-pattern matrix (second round)

Measured items	Factor
Affective (Cronbach's α = 0.966)
DNF1: This brand arouses intense negative emotions	0.964	−0.074	−0.020	0.053
DNF4: I feel uncomfortable when I think about this brand	0.899	−0.019	−0.075	0.012
NED2: My negative feelings about this brand could show on my face	0.853	−0.071	−0.115	−0.022
DNF5: I can use many negative words to describe my feelings towards the brand	0.845	0.009	0.135	0.031
NED3: People can tell my negative feelings about the brand from my face, body or voice	0.842	−0.113	−0.059	−0.019
DNF2: I always feel critical about this brand	0.838	0.131	−0.006	−0.041
NED5: This brand can make me upset	0.817	−0.061	−0.056	0.053
NED1: I experience my negative emotions about this brand very strongly	0.804	0.075	0.003	0.074
DNF3: I cannot tolerate this brand	0.804	0.106	0.101	−0.058
NED4: I cannot hide my negative feelings about this brand	0.780	0.025	−0.087	−0.101
NED6: People can read my negative feelings about this brand	0.778	−0.070	0.080	0.065
DNF6: I detest this brand	0.763	0.103	0.129	−0.044
Cognitive (Cronbach's α = 0.925)
A2: If there is anything damning about the brand, I tend to notice it	0.012	0.964	0.020	−0.006
A3: I become aware of anything negative about the brand	0.028	0.911	−0.012	0.007
A4: I tend to observe anything negative about the brand	0.101	0.910	−0.037	0.000
A1: My mind is attracted by anything critical about the brand	0.025	0.858	0.021	0.025
T5: I consider the negative issues related to the brand	0.287	0.565	0.022	0.030
Online destructive behaviour (Cronbach's α = 0.973)
DB2: If I have the opportunity, I express online my negative thoughts to hurt or damage the brand	0.034	−0.039	0.971	−0.010
DB1: If I have the opportunity, I express online my negative feelings to hurt or damage the brand	−0.015	0.003	0.949	−0.030
DB4: If I have the opportunity, I post online negative views to hurt or damage the brand	0.049	−0.025	0.939	0.006
DB3: If I have the opportunity, I share online negative comments I noticed to hurt or damage the brand	−0.044	0.045	0.904	0.008
DB5: If I have the opportunity, I take part in online movements against the brand aiming to hurt or damage the brand	0.006	0.020	0.898	−0.029
Online constructive behaviour (Cronbach's α = 0.916)
CB2: If I have the opportunity, I express online my negative thoughts to help or improve the brand	0.000	−0.023	−0.079	0.932
CB4: If I have the opportunity, I post online negative views to help or improve the brand	0.037	−0.008	−0.047	0.931
CB3: If I have the opportunity, I share online negative comments to help or improve the brand	0.047	−0.057	−0.006	0.916
CB1: If I have the opportunity, I express online my negative feelings to help or improve the brand	−0.055	0.074	−0.052	0.873
CB5: If I have the opportunity, I take part in online movements against the brand to help or improve the brand	−0.021	0.082	0.273	0.656

Measured items	Factor
Affective (Cronbach's α = 0.966)
DNF1: This brand arouses intense negative emotions	0.964	−0.074	−0.020	0.053
DNF4: I feel uncomfortable when I think about this brand	0.899	−0.019	−0.075	0.012
NED2: My negative feelings about this brand could show on my face	0.853	−0.071	−0.115	−0.022
DNF5: I can use many negative words to describe my feelings towards the brand	0.845	0.009	0.135	0.031
NED3: People can tell my negative feelings about the brand from my face, body or voice	0.842	−0.113	−0.059	−0.019
DNF2: I always feel critical about this brand	0.838	0.131	−0.006	−0.041
NED5: This brand can make me upset	0.817	−0.061	−0.056	0.053
NED1: I experience my negative emotions about this brand very strongly	0.804	0.075	0.003	0.074
DNF3: I cannot tolerate this brand	0.804	0.106	0.101	−0.058
NED4: I cannot hide my negative feelings about this brand	0.780	0.025	−0.087	−0.101
NED6: People can read my negative feelings about this brand	0.778	−0.070	0.080	0.065
DNF6: I detest this brand	0.763	0.103	0.129	−0.044
Cognitive (Cronbach's α = 0.925)
A2: If there is anything damning about the brand, I tend to notice it	0.012	0.964	0.020	−0.006
A3: I become aware of anything negative about the brand	0.028	0.911	−0.012	0.007
A4: I tend to observe anything negative about the brand	0.101	0.910	−0.037	0.000
A1: My mind is attracted by anything critical about the brand	0.025	0.858	0.021	0.025
T5: I consider the negative issues related to the brand	0.287	0.565	0.022	0.030
Online destructive behaviour (Cronbach's α = 0.973)
DB2: If I have the opportunity, I express online my negative thoughts to hurt or damage the brand	0.034	−0.039	0.971	−0.010
DB1: If I have the opportunity, I express online my negative feelings to hurt or damage the brand	−0.015	0.003	0.949	−0.030
DB4: If I have the opportunity, I post online negative views to hurt or damage the brand	0.049	−0.025	0.939	0.006
DB3: If I have the opportunity, I share online negative comments I noticed to hurt or damage the brand	−0.044	0.045	0.904	0.008
DB5: If I have the opportunity, I take part in online movements against the brand aiming to hurt or damage the brand	0.006	0.020	0.898	−0.029
Online constructive behaviour (Cronbach's α = 0.916)
CB2: If I have the opportunity, I express online my negative thoughts to help or improve the brand	0.000	−0.023	−0.079	0.932
CB4: If I have the opportunity, I post online negative views to help or improve the brand	0.037	−0.008	−0.047	0.931
CB3: If I have the opportunity, I share online negative comments to help or improve the brand	0.047	−0.057	−0.006	0.916
CB1: If I have the opportunity, I express online my negative feelings to help or improve the brand	−0.055	0.074	−0.052	0.873
CB5: If I have the opportunity, I take part in online movements against the brand to help or improve the brand	−0.021	0.082	0.273	0.656

Source: Authors' own work

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