Table X. Negative online brand... | Emerald Publishing

Table X.

Negative online brand engagement CFA model – covariance-based SEM

		CR	AVE	Affective	Cognitive	OCB	ODB
Calibration sample	Affective	0.930	0.727	1
	Cognitive	0.931	0.731	0.614^***	1
	Online constructive behaviour (OCB)	0.930	0.817	0.087	0.158^*	1
	Online destructive behaviour (ODB)	0.968	0.883	0.646^***	0.589^***	0.020	1
	The square root of the AVE	-	-	0.853	0.855	0.904	0.940
Validation sample	Affective	0.930	0.729	1
	Cognitive	0.888	0.618	0.394^***	1
	Online constructive behaviour (OCB)	0.948	0.858	0.182^*	0.354^***	1
	Online destructive behaviour (ODB)	0.955	0.840	0.215^**	0.342^***	0.237^**	1
	The square root of the AVE	-	-	0.854	0.786	0.926	0.917

		CR	AVE	Affective	Cognitive	OCB	ODB
Calibration sample	Affective	0.930	0.727	1
	Cognitive	0.931	0.731	0.614^***	1
	Online constructive behaviour (OCB)	0.930	0.817	0.087	0.158^*	1
	Online destructive behaviour (ODB)	0.968	0.883	0.646^***	0.589^***	0.020	1
	The square root of the AVE	-	-	0.853	0.855	0.904	0.940
Validation sample	Affective	0.930	0.729	1
	Cognitive	0.888	0.618	0.394^***	1
	Online constructive behaviour (OCB)	0.948	0.858	0.182^*	0.354^***	1
	Online destructive behaviour (ODB)	0.955	0.840	0.215^**	0.342^***	0.237^**	1
	The square root of the AVE	-	-	0.854	0.786	0.926	0.917

Notes: *p < 0.050; ^**p < 0.010; ^***p < 0.001

Source: Authors' own work