Table IX. CFA: Negative online brand...

Table IX.

CFA: Negative online brand engagement – covariance-based SEM

Items	Calibration sample		Validation sample
Items	Estimate	t-value	Estimate	t-value
Affective	Alpha = 0.93, AVE = 0.73 CR = 0.93		Alpha = 0.94, AVE = 0.73 CR = 0.93
This brand can make me upset. (NED5)	0.756	12.51	0.877	15.64
I experience negative emotions about this brand very strongly. (NED1)	0.889	16.04	0.930	17.24
I detest this brand. (DNF6)	0.899	16.37	0.807	13.68
I can use many negative words to describe my feelings towards the brand. (DNF5)	0.889	16.05	0.872	15.50
This brand arouses intense negative emotions. (DNF1)	0.822	14.16	0.773	12.89
Cognitive	Alpha = 0.93, AVE = 0.73 CR = 0.93		Alpha = 0.89, AVE = 0.62 CR = 0.89
My mind is attracted by anything critical about the brand. (A1)	0.832	14.51	0.671	10.39
If there is anything damning about the brand, I tend to notice it. (A2)	0.900	16.48	0.820	13.85
I become aware of anything negative about the brand. (A3)	0.922	17.18	0.870	15.16
I tend to observe anything negative about the brand. (A4)	0.934	17.57	0.887	15.62
I consider the negative issues related to the brand. (T5)	0.657	10.41	0.651	10.05
Online constructive behaviour	Alpha = 0.93, AVE = 0.82 CR = 0.93		Alpha = 0.95, AVE = 0.86 CR = 0.95
If I have the opportunity, I post online negative views to help or improve the brand. (CB4)	0.918	16.80	0.883	15.97
If I have the opportunity, I share online negative comments to help or improve the brand. (CB3)	0.924	16.99	0.986	19.33
If I have the opportunity, I express online my negative thoughts to help or improve the brand. (CB2)	0.868	15.38	0.907	16.67
Online destructive behaviour	Alpha = 0.97, AVE = 0.88 CR = 0.97		Alpha = 0.95, AVE = 0.84 CR = 0.96
If I have the opportunity, I take part in online movements against the brand aiming to hurt or damage the brand. (DB5)	0.930	17.55	0.905	16.67
If I have the opportunity, I post online negative views to hurt or damage the brand. (DB4)	0.970	18.96	0.946	18.03
If I have the opportunity, I share online negative comments I noticed hurt or damage the brand. (DB3)	0.907	16.79	0.935	17.63
If I have the opportunity, I express online my negative thoughts to hurt or damage the brand. (DB2)	0.951	18.27	0.879	15.86

Items	Calibration sample		Validation sample
Items	Estimate	t-value	Estimate	t-value
Affective	Alpha = 0.93, AVE = 0.73 CR = 0.93		Alpha = 0.94, AVE = 0.73 CR = 0.93
This brand can make me upset. (NED5)	0.756	12.51	0.877	15.64
I experience negative emotions about this brand very strongly. (NED1)	0.889	16.04	0.930	17.24
I detest this brand. (DNF6)	0.899	16.37	0.807	13.68
I can use many negative words to describe my feelings towards the brand. (DNF5)	0.889	16.05	0.872	15.50
This brand arouses intense negative emotions. (DNF1)	0.822	14.16	0.773	12.89
Cognitive	Alpha = 0.93, AVE = 0.73 CR = 0.93		Alpha = 0.89, AVE = 0.62 CR = 0.89
My mind is attracted by anything critical about the brand. (A1)	0.832	14.51	0.671	10.39
If there is anything damning about the brand, I tend to notice it. (A2)	0.900	16.48	0.820	13.85
I become aware of anything negative about the brand. (A3)	0.922	17.18	0.870	15.16
I tend to observe anything negative about the brand. (A4)	0.934	17.57	0.887	15.62
I consider the negative issues related to the brand. (T5)	0.657	10.41	0.651	10.05
Online constructive behaviour	Alpha = 0.93, AVE = 0.82 CR = 0.93		Alpha = 0.95, AVE = 0.86 CR = 0.95
If I have the opportunity, I post online negative views to help or improve the brand. (CB4)	0.918	16.80	0.883	15.97
If I have the opportunity, I share online negative comments to help or improve the brand. (CB3)	0.924	16.99	0.986	19.33
If I have the opportunity, I express online my negative thoughts to help or improve the brand. (CB2)	0.868	15.38	0.907	16.67
Online destructive behaviour	Alpha = 0.97, AVE = 0.88 CR = 0.97		Alpha = 0.95, AVE = 0.84 CR = 0.96
If I have the opportunity, I take part in online movements against the brand aiming to hurt or damage the brand. (DB5)	0.930	17.55	0.905	16.67
If I have the opportunity, I post online negative views to hurt or damage the brand. (DB4)	0.970	18.96	0.946	18.03
If I have the opportunity, I share online negative comments I noticed hurt or damage the brand. (DB3)	0.907	16.79	0.935	17.63
If I have the opportunity, I express online my negative thoughts to hurt or damage the brand. (DB2)	0.951	18.27	0.879	15.86

Source: Authors' own work

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