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Discriminant validity (Fornell-Larker-1981 criteria).
| Constructs | BI | EA | EBBE | IKD |
| BI | 0.806 | |||
| EA | 0.708 | 0.783 | ||
| EBBE | 0.593 | 0.587 | 0.843 | |
| IKD | 0.728 | 0.708 | 0.481 | 0.814 |
BI, brand identification; EA, emotional attachment; EBBE, employee based brand equity; IKD, internal knowledge dissemination. The bold values indicate the significance.
