Table A3 Discriminant validity:...

Table A3

Discriminant validity: Heterotrait-Monotrait ratio (HTMT.90 and HTMTInference)

	Brand love	Brand love Brand commitment	Brand love Brand intimacy	Brand love Brand passion	Brand engagement	Brand value	COBRA contribution	COBRA consumption
Brand love Brand intimacy		0.854 CI[0.762; 0.928]
Brand love Brand passion		0.919 CI[0.860; 0.969]	0.895 CI[0.822; 0.946]
Brand engagement	0.776 CI[0.677; 0.845]	0.733 CI[0.619; 0.826]	0.769 CI[0.677; 0.837]	0.725 CI[0.614; 0.808]
Brand value	0.794 CI[0.696; 0.867]	0.774 CI[0.667; 0.864]	0.732 CI[0.619; 0.822]	0.780 CI[0.679; 0.855]	0.881 CI[0.825; 0.825]
COBRA	0.770 CI[0.697; 0.827]	0.662 CI[0.563; 0.743]	0.808 CI[0.741; 0.862]	0.716 CI[0.628; 0.789]	0.744 CI[0.666; 0.805]	0.675 CI[0.567; 0.756]
COBRA contribution	0.800 CI[0.729; 0.855]	0.713 CI[0.616; 0.789]	0.816 CI[0.747; 0.873]	0.752 CI[0.667; 0.819]	0.780 CI[0.703; 0.838]	0.708 CI[0.605; 0.788]
COBRA consumption	0.726 CI[0.645; 0.797]	0.650 CI[0.543; 0.742]	0.756 CI[0.675; 0.823]	0.664 CI[0.677; 0.845]	0.703 CI[0.564; 0.749]	0.636 CI[0.524; 0.728]	0.963 CI[0.935; 0.84
COBRA creation	0.715 CI[0.636; 0.781]	0.570 CI[0.465; 0.662]	0.777 CI[0.703; 0.839]	0.667 CI[0.574; 0.747]	0.682 CI[0.596; 0.751]	0.621 CI[0.512; 0.707]	0.923 CI[0.880; 0.955]	0.878 CI[0.815; 0.922]

	Brand love	Brand love Brand commitment	Brand love Brand intimacy	Brand love Brand passion	Brand engagement	Brand value	COBRA contribution	COBRA consumption
Brand love Brand intimacy		0.854CI[0.762; 0.928]
Brand love Brand passion		0.919CI[0.860; 0.969]	0.895CI[0.822; 0.946]
Brand engagement	0.776CI[0.677; 0.845]	0.733CI[0.619; 0.826]	0.769CI[0.677; 0.837]	0.725CI[0.614; 0.808]
Brand value	0.794CI[0.696; 0.867]	0.774CI[0.667; 0.864]	0.732CI[0.619; 0.822]	0.780CI[0.679; 0.855]	0.881CI[0.825; 0.825]
COBRA	0.770CI[0.697; 0.827]	0.662CI[0.563; 0.743]	0.808CI[0.741; 0.862]	0.716CI[0.628; 0.789]	0.744CI[0.666; 0.805]	0.675CI[0.567; 0.756]
COBRA contribution	0.800CI[0.729; 0.855]	0.713CI[0.616; 0.789]	0.816CI[0.747; 0.873]	0.752CI[0.667; 0.819]	0.780CI[0.703; 0.838]	0.708CI[0.605; 0.788]
COBRA consumption	0.726CI[0.645; 0.797]	0.650CI[0.543; 0.742]	0.756CI[0.675; 0.823]	0.664CI[0.677; 0.845]	0.703CI[0.564; 0.749]	0.636CI[0.524; 0.728]	0.963CI[0.935; 0.84
COBRA creation	0.715CI[0.636; 0.781]	0.570CI[0.465; 0.662]	0.777CI[0.703; 0.839]	0.667CI[0.574; 0.747]	0.682CI[0.596; 0.751]	0.621CI[0.512; 0.707]	0.923CI[0.880; 0.955]	0.878CI[0.815; 0.922]

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. HTMT ratio: the three results marked in italic indicate discriminant problems according to the HTMT.₉₀ criterion. HTMT_inference does not indicate discriminant validity problems

Source(s): Own elaboration

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