Table 1 Discriminant validity 1 2 3 4 5... | Emerald Publishing

Table 1

Discriminant validity

	1	2	3	4	5	6	7	8	9	10	11	12
1. Formal-control	0.78
2. Informal-control	0.66^**	0.82
3. Market-coverage	0.23^**	0.21^**	0.78
4. Brand-equity	0.22^**	0.16^**	0.50^**	0.89
5. Relative-price	0.15^*	0.04	0.40^**	0.36^**	0.89
6. Digital-marketing	0.19^**	0.10	0.22^**	0.30^**	0.16^*	0.88
7. Product-quality	0.23^**	0.27^**	0.24^**	0.32^**	0.23^**	0.29^**	0.87
8. Customer-loyalty	0.23^**	0.19^**	0.40^**	0.35^**	0.32^**	0.33^**	0.36^**	0.86
9. Finance	0.28^**	0.30^**	0.45^**	0.25^**	0.27^**	0.30^**	0.27^**	0.39^**	0.81
10. Experience-role	−0.07	−0.08	0.03	0.02	0.05	−0.10	0.00	0.04	−0.01
11. Experience-marketing	0.09	0.02	0.04	0.01	−0.01	−0.16	−0.04	−0.02	−0.05	0.37^**
12. Satisfaction	0.37^**	0.32^**	0.13^*	0.10	0.03	0.10	0.19^**	0.14^*	0.24^**	0.08	0.19^**
13. Motivation	0.35^**	0.29^**	0.21^**	0.08	0.03	0.15^*	0.15^**	0.19^**	0.28^**	0.08	0.14^*	0.68^**

	1	2	3	4	5	6	7	8	9	10	11	12
1. Formal-control	0.78
2. Informal-control	0.66^**	0.82
3. Market-coverage	0.23^**	0.21^**	0.78
4. Brand-equity	0.22^**	0.16^**	0.50^**	0.89
5. Relative-price	0.15^*	0.04	0.40^**	0.36^**	0.89
6. Digital-marketing	0.19^**	0.10	0.22^**	0.30^**	0.16^*	0.88
7. Product-quality	0.23^**	0.27^**	0.24^**	0.32^**	0.23^**	0.29^**	0.87
8. Customer-loyalty	0.23^**	0.19^**	0.40^**	0.35^**	0.32^**	0.33^**	0.36^**	0.86
9. Finance	0.28^**	0.30^**	0.45^**	0.25^**	0.27^**	0.30^**	0.27^**	0.39^**	0.81
10. Experience-role	−0.07	−0.08	0.03	0.02	0.05	−0.10	0.00	0.04	−0.01
11. Experience-marketing	0.09	0.02	0.04	0.01	−0.01	−0.16	−0.04	−0.02	−0.05	0.37^**
12. Satisfaction	0.37^**	0.32^**	0.13^*	0.10	0.03	0.10	0.19^**	0.14^*	0.24^**	0.08	0.19^**
13. Motivation	0.35^**	0.29^**	0.21^**	0.08	0.03	0.15^*	0.15^**	0.19^**	0.28^**	0.08	0.14^*	0.68^**

Note(s): **Significant: level 0.01 (bilateral)

*Significant: level 0.05 (bilateral)

AVE in diagonal

Source(s): Table by authors