Table 2. Discriminant validity... | Emerald Publishing

Table 2.

Discriminant validity

Constructs	1	2	3	4	5
F&L criterion
Brand equity	0.919
Brand loyalty	0.446	0.943
Brand trust	0.879	0.574	0.876
Social media marketing activities	0.782	0.523	0.800	0.837
Self-brand connections	0.048	0.564	0.561	0.631	0.835
HTMT criterion
Brand equity
Brand loyalty	0.459
Brand trust	0.797	0.784
Social media marketing activities	0.739	0.541	0.794
Self-brand connections	0.558	0.628	0.673	0.748

Constructs	1	2	3	4	5
F&L criterion
Brand equity	0.919
Brand loyalty	0.446	0.943
Brand trust	0.879	0.574	0.876
Social media marketing activities	0.782	0.523	0.800	0.837
Self-brand connections	0.048	0.564	0.561	0.631	0.835
HTMT criterion
Brand equity
Brand loyalty	0.459
Brand trust	0.797	0.784
Social media marketing activities	0.739	0.541	0.794
Self-brand connections	0.558	0.628	0.673	0.748

Note:

F&L = Fornell and Larcker