Table A2 Discriminant validity:...

Table A2

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	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

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

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