Table 4.

Correlations between the corresponding scales of the J. Aaker method “Brand Identity” and modifications for measuring identity.

Consumer	E-scooter	Sincerity	Excitement	Competence	Sophistication	Ruggedness
Sincerity		0.24**
Excitement			0.38**
Competence				0.37**
Sophistication					0.43**
Ruggedness						0.35**

^**p < 0.01.