Table 2.
Discriminant validity among constructs
| Variable | Mean | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1. BB | 5.84 | 0.83 | 0.80 | |||||||||
| 2. Knowl | 6.54 | 0.60 | 0.52 | 0.71 | ||||||||
| 3. Image | 5.44 | 1.07 | 0.33 | 0.40 | 0.78 | |||||||
| 4. Comm | 6.11 | 0.90 | 0.73 | 0.60 | 0.58 | 0.78 | ||||||
| 5. Eco-Quant | 5.14 | 1.35 | 0.15 | 0.26 | 0.42 | 0.29 | 0.86 | |||||
| 6. Cult-Quant | 4.71 | 1.50 | 0.25 | 0.26 | 0.49 | 0.38 | 0.31 | 0.92 | ||||
| 7. Sports-Quant | 5.03 | 1.39 | 0.21 | 0.34 | 0.38 | 0.26 | 0.36 | 0.51 | 0.87 | |||
| 8. Eco-Qual | 5.65 | 1.17 | 0.15 | 0.34 | 0.44 | 0.33 | 0.80 | 0.27 | 0.21 | 0.81 | ||
| 9. Cult-Qual | 5.16 | 1.40 | 0.21 | 0.27 | 0.55 | 0.36 | 0.18 | 0.75 | 0.34 | 0.39 | 0.81 | |
| 10. Sports-Qual | 4.98 | 1.33 | 0.23 | 0.30 | 0.50 | 0.28 | 0.14 | 0.33 | 0.72 | 0.25 | 0.49 | 0.79 |
Diagonal values (bold) are square roots of the average variance extracted (AVE), while off-diagonal values are correlations between constructs
Abbreviations: BB: Brand Behavior; Knowl: Brand Knowledge; Image: Brand Image; Comm: Brand Commitment; Eco-Quant: Ecological Sponsorship Quantity; Cult-Quant: Cultural Sponsorship Quantity; Sports-Quant: Sports Sponsorship Quantity; Eco-Qual: Ecological Sponsorship Quality; Cult-Qual: Cultural Sponsorship Quality; Sports-Qual: Sports Sponsorship Quality