Discriminant validity: Fornell-Larcker criterion
| Brand love | Brand love Brand commitment | Brand love Brand intimacy | Brand love Brand passion | Brand engagement | Brand value | COBRA | COBRA contribution | COBRA consumption | COBRA creation | |
|---|---|---|---|---|---|---|---|---|---|---|
| Brand love | 0.809 | |||||||||
| Brand commitment | 0.876 | 0.911 | ||||||||
| Brand intimacy | 0.920 | 0.707 | 0.883 | |||||||
| Brand passion | 0.930 | 0.754 | 0.764 | 0.876 | ||||||
| Brand engagement | 0.707 | 0.619 | 0.675 | 0.776 | 0.810 | |||||
| Brand value | 0.712 | 0.643 | 0.634 | 0.669 | 0.776 | 0.809 | ||||
| COBRA | 0.730 | 0.582 | 0.737 | 0.650 | 0.699 | 0.622 | 0.818 | |||
| COBRA contribution | 0.741 | 0.610 | 0.729 | 0.666 | 0.714 | 0.636 | 0.968 | 0.863 | ||
| COBRA consumption | 0.665 | 0.552 | 0.667 | 0.582 | 0.640 | 0.567 | 0.938 | 0.886 | 0.852 | |
| COBRA creation | 0.666 | 0.493 | 0.697 | 0.595 | 0.630 | 0.563 | 0.943 | 0.863 | 0.809 | 0.868 |
| Brand love | Brand love Brand commitment | Brand love Brand intimacy | Brand love Brand passion | Brand engagement | Brand value | COBRA | COBRA contribution | COBRA consumption | COBRA creation | |
|---|---|---|---|---|---|---|---|---|---|---|
| Brand love | ||||||||||
| Brand commitment | 0.876 | |||||||||
| Brand intimacy | 0.920 | 0.707 | ||||||||
| Brand passion | 0.930 | 0.754 | 0.764 | |||||||
| Brand engagement | 0.707 | 0.619 | 0.675 | 0.776 | ||||||
| Brand value | 0.712 | 0.643 | 0.634 | 0.669 | 0.776 | |||||
| COBRA | 0.730 | 0.582 | 0.737 | 0.650 | 0.699 | 0.622 | ||||
| COBRA contribution | 0.741 | 0.610 | 0.729 | 0.666 | 0.714 | 0.636 | 0.968 | |||
| COBRA consumption | 0.665 | 0.552 | 0.667 | 0.582 | 0.640 | 0.567 | 0.938 | 0.886 | ||
| COBRA creation | 0.666 | 0.493 | 0.697 | 0.595 | 0.630 | 0.563 | 0.943 | 0.863 | 0.809 |
Note(s): Fornell-Larcker Criterion: Diagonal elements (italic) are the square root of the variance shared between the constructs and their measures (AVE: average variance extracted). Off-diagonal are the correlations among constructs. For discriminant validity, diagonal elements should be larger than off-diagonal elements
Source(s): Own elaboration
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Please sign in to your personal account to gift article access.
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.
Gift articles remaining: --
As a benefit of your subscription, you can share temporary access to restricted articles.
Each link will stop working after 30 days or 10 uses.
You have reached the limit of 10 links within a 30 day period.
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.