Table 2.

Confirmatory factor analysis results (factor loading).

Latent variable	Indicator	FL	FLS	AVE (>0.50)	CR (>0.70)
Brand experience	Sensory experience	0.655	0.429	0.526	0.815
	Affective experience	0.811	0.658
	Cognitive experience	0.767	0.588
	Behavioral experience	0.655	0.429
Brand authenticity	Reliability	0.853	0.728	0.696	0.872
	Continuity	0.849	0.721
	Originality	0.849	0.721
	Naturalness	0.784	0.615
Customer loyalty	Willingness to pay more	0.742	0.551	0.696	0.901
	Word of mouth	0.867	0.752
	Repurchase intentions	0.887	0.787

Note: FL = factor loading, FLS = factor loading squared, AVE = average variance extracted, CR = composite reliability. Source: SPSS AMOS 26.