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 | 0.854 | |||||||
| Brand love Brand passion | 0.895 | |||||||
| Brand engagement | 0.776 | 0.733 | 0.769 | 0.725 | ||||
| Brand value | 0.794 | 0.774 | 0.732 | 0.780 | 0.881 | |||
| COBRA | 0.770 | 0.662 | 0.808 | 0.716 | 0.744 | 0.675 | ||
| COBRA contribution | 0.800 | 0.713 | 0.816 | 0.752 | 0.780 | 0.708 | ||
| COBRA consumption | 0.726 | 0.650 | 0.756 | 0.664 | 0.703 | 0.636 | ||
| COBRA creation | 0.715 | 0.570 | 0.777 | 0.667 | 0.682 | 0.621 | 0.878 |
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. HTMTinference does not indicate discriminant validity problems
Source(s): Own elaboration
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