Items, factor loadings, and VIF
| Items | Factor loadings | Factor weights | VIF |
|---|---|---|---|
| Brand love (Giovanis and Athanasopoulou (2018a, b), who adapted the scales from Heinrich et al. (2012) and Cho et al. (2015)) | |||
| Brand commitment | |||
| I have solid support for this brand | 0.915 | 0.563 | 1.766 |
| I am committed to this brand | 0.906 | 0.535 | 1.766 |
| Brand passion | |||
| I am passionate about this brand | 0.891 | 0.386 | 2.251 |
| This brand is a captivating brand | 0.852 | 0.367 | 1.863 |
| I am enthusiastic about this brand | 0.884 | 0.388 | 2.158 |
| Brand intimacy | |||
| Most of the time I feel very close to this brand | 0.876 | 0.373 | 2.093 |
| There is a close connection between me and this brand | 0.885 | 0.374 | 2.207 |
| There is a certain intimacy between me and this brand | 0.888 | 0.385 | 2.204 |
| Brand engagement (Kim and Johnson, 2016) | |||
| I would like to talk about this brand with others | 0.791 | 0.192 | 2.061 |
| I am interested in learning more about this brand | 0.789 | 0.189 | 2.151 |
| I would be interested in other products offered by this brand | 0.796 | 0.190 | 2.265 |
| I would be proud to have others know that I use this brand | 0.847 | 0.220 | 2.484 |
| I like to visit the website for this brand | 0.803 | 0.215 | 2.382 |
| I would closely follow news about this brand | 0.829 | 0.228 | 2.609 |
| COBRA (Schivinski et al., 2016) | |||
| Consumption | |||
| I read posts related to this brand on social media | 0.853 | 0.230 | 2.510 |
| I read fan page(s) related to this brand on social networking sites | 0.870 | 0.238 | 2.718 |
| I watch pictures/graphics related to this brand | 0.852 | 0.234 | 2.405 |
| I follow blogs related to this brand | 0.847 | 0.237 | 2.335 |
| I follow this brand on social networking sites | 0.837 | 0.235 | 2.224 |
| Contribution | |||
| I comment on videos related to this brand | 0.870 | 0.200 | 3.105 |
| I comment on posts related to this brand | 0.873 | 0.197 | 3.260 |
| I comment on pictures/graphics related to this brand | 0.886 | 0.201 | 3.538 |
| I share this brand related posts | 0.883 | 0.200 | 3.256 |
| I “Like” pictures/graphics related to this brand | 0.818 | 0.178 | 2.823 |
| I “Like” posts related to this brand | 0.843 | 0.182 | 3.084 |
| Creation | |||
| I initiate posts related to this brand on blogs | 0.845 | 0.186 | 2.739 |
| I initiate posts related to this brand on social networking sites | 0.892 | 0.201 | 3.710 |
| I post pictures/graphics related to this brand | 0.878 | 0.193 | 3.536 |
| I post videos that show this brand | 0.858 | 0.185 | 3.130 |
| I write posts related to this brand on forums | 0.856 | 0.191 | 2.851 |
| I write reviews related to this brand | 0.878 | 0.195 | 3.185 |
| Brand value (Manimont et al., 2022) | |||
| This food brand has reasonable prices | 0.760 | 0.242 | 1.652 |
| Considering what I would pay to experience this food brand, I will get much more than my money’s worth | 0.845 | 0.279 | 2.173 |
| The cost of buying this food brand are a bargain relative to the benefits I receive | 0.808 | 0.216 | 2.049 |
| Buying this food brand is economical | 0.811 | 0.258 | 1.962 |
| Buying this food brand is a good deal | 0.816 | 0.240 | 2.031 |
| Items | Factor loadings | Factor weights | VIF |
|---|---|---|---|
| I have solid support for this brand | 0.915 | 0.563 | 1.766 |
| I am committed to this brand | 0.906 | 0.535 | 1.766 |
| I am passionate about this brand | 0.891 | 0.386 | 2.251 |
| This brand is a captivating brand | 0.852 | 0.367 | 1.863 |
| I am enthusiastic about this brand | 0.884 | 0.388 | 2.158 |
| Most of the time I feel very close to this brand | 0.876 | 0.373 | 2.093 |
| There is a close connection between me and this brand | 0.885 | 0.374 | 2.207 |
| There is a certain intimacy between me and this brand | 0.888 | 0.385 | 2.204 |
| I would like to talk about this brand with others | 0.791 | 0.192 | 2.061 |
| I am interested in learning more about this brand | 0.789 | 0.189 | 2.151 |
| I would be interested in other products offered by this brand | 0.796 | 0.190 | 2.265 |
| I would be proud to have others know that I use this brand | 0.847 | 0.220 | 2.484 |
| I like to visit the website for this brand | 0.803 | 0.215 | 2.382 |
| I would closely follow news about this brand | 0.829 | 0.228 | 2.609 |
| I read posts related to this brand on social media | 0.853 | 0.230 | 2.510 |
| I read fan page(s) related to this brand on social networking sites | 0.870 | 0.238 | 2.718 |
| I watch pictures/graphics related to this brand | 0.852 | 0.234 | 2.405 |
| I follow blogs related to this brand | 0.847 | 0.237 | 2.335 |
| I follow this brand on social networking sites | 0.837 | 0.235 | 2.224 |
| I comment on videos related to this brand | 0.870 | 0.200 | 3.105 |
| I comment on posts related to this brand | 0.873 | 0.197 | 3.260 |
| I comment on pictures/graphics related to this brand | 0.886 | 0.201 | 3.538 |
| I share this brand related posts | 0.883 | 0.200 | 3.256 |
| I “Like” pictures/graphics related to this brand | 0.818 | 0.178 | 2.823 |
| I “Like” posts related to this brand | 0.843 | 0.182 | 3.084 |
| I initiate posts related to this brand on blogs | 0.845 | 0.186 | 2.739 |
| I initiate posts related to this brand on social networking sites | 0.892 | 0.201 | 3.710 |
| I post pictures/graphics related to this brand | 0.878 | 0.193 | 3.536 |
| I post videos that show this brand | 0.858 | 0.185 | 3.130 |
| I write posts related to this brand on forums | 0.856 | 0.191 | 2.851 |
| I write reviews related to this brand | 0.878 | 0.195 | 3.185 |
| This food brand has reasonable prices | 0.760 | 0.242 | 1.652 |
| Considering what I would pay to experience this food brand, I will get much more than my money’s worth | 0.845 | 0.279 | 2.173 |
| The cost of buying this food brand are a bargain relative to the benefits I receive | 0.808 | 0.216 | 2.049 |
| Buying this food brand is economical | 0.811 | 0.258 | 1.962 |
| Buying this food brand is a good deal | 0.816 | 0.240 | 2.031 |
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