Table 2.

First- and Second-Order Factor Structure of keepin’ it REAL Brand Equity Scale

Item Statements	1st-order				2nd-order
	Brand Awareness	Leadership/Popularity	Brand Personality	Brand Loyalty	Brand Equity
Saying no is cool	.81 (.004)
Drug is risky	.86 (.003)
I can say no	.87 (.004)
I can explain why	.90 (.002)
I avoid situations	.85 (.003)
kiR is popular		.92 (.002)
kiR is like me		.87 (.003)
Kids like kiR		.85 (.003)
kiR is interesting			.92 (.002)
kiR is fun			.95 (.001)
kiR is cool			.94 (.002)
kiR looks like real			.82 (.003)
I talk about kiR				.83 (.003)
I like having kiR				.91 (.002)
School keeps kiR				.87 (.003)
Brand Awareness					.75 (.004)
Leadership/Popularity					.93 (.002)
Brand Personality					.97 (.001)
Brand Loyalty					.99 (.002)
α for Scale	.93	.90	.94	.89

Note. Factor coefficients in the table are standardized and the numbers in the parentheses are their standard errors.