Figure 2
Authenticity is measured by indicators I A 1, I A 2, and I A 3, whereas expertise is measured by E X P 1, E X P 2, and E X P 3. Similarly, similarity is measured by S I M 1, S I M 2, and S I M 3, while attractiveness is measured by A T T 1, A T T 2, A T T 3, and A T T 4. These constructs relate to trust, which is measured by T R U 1, T R U 2, T R U 3, and T R U 4. Trust then relates to purchase intention and brand attitude. Purchase intention is measured by P I 1, P I 2, P I 3, and P I 4, whereas brand attitude is measured by B A 1, B A 2, and B A 3. Coefficients and error terms labelled e.Our structured equation model