Table 5.

Confirmatory factor analysis of brand segmentation

	Variable ( questions )	Measurement error	Factor loading	CR	AVE
				0.90	0.73
1	BS1	0.32	0.83
2	BS2	0.37	0.81
3	BS3	0.26	0.88
4	BS4	0.48	0.71
5	BS5	0.41	0.79

Cronbach’s Alpha =0.92; the factor loading is a standardized value, indicating p≤0.05