Table 2.
Reliability and confirmatory factor analysis for measurement items
| Variables and Items | Loading | Cronbach’s α | CCRa | AVEb |
|---|---|---|---|---|
| Sensory | ||||
| SE1 | .618 | .616 | .724 | .565 |
| SE2 | .712 | |||
| Affective | ||||
| AF1 | .647 | .783 | .823 | .609 |
| AF2 | .734 | |||
| AF3 | .691 | |||
| Intellectual | ||||
| IN1 | .752 | .775 | .781 | .545 |
| IN2 | .740 | |||
| IN3 | .703 | |||
| Behavioral | ||||
| BE1 | .721 | .782 | .833 | .625 |
| BE2 | .785 | |||
| BE3 | .715 | |||
| Brand awareness | ||||
| AW1 | .678 | .748 | .797 | .567 |
| AW2 | .728 | |||
| AW3 | .674 | |||
| Brand association/image | ||||
| IM1 | .658 | .704 | .811 | .588 |
| IM2 | .709 | |||
| IM3 | .650 | |||
| Perceived quality | ||||
| QU1 | .712 | .797 | .886 | .659 |
| QU2 | .695 | |||
| QU3 | .722 | |||
| QU4 | .704 | |||
| Perceived value | ||||
| VA1 | .670 | .822 | .885 | .606 |
| VA2 | .669 | |||
| VA3 | .702 | |||
| VA4 | .676 | |||
| VA5 | .752 | |||
| Brand loyalty | ||||
| LO1 | .732 | .856 | .910 | .669 |
| LO2 | .758 | |||
| LO3 | .685 | |||
| LO4 | .708 | |||
| LO5 | .808 | |||
aComposite construct reliability
bAverage variance extracted