TABLE 1.

Reliability and convergent validity of the study constructs.

Construct	Item	Outer loadings	VIF	Alpha	roh-A	Composite reliability	AVE
BR	BR1	0.847	2.633	0.895	0.899	0.920	0.658
	BR2	0.803	2.227
	BR3	0.842	2.611
	BR4	0.821	2.630
	BR5	0.843	2.803
	BR6	0.699	1.502
CAC	CAC1	0.853	2.387	0.872	0.874	0.907	0.662
	CAC2	0.773	1.899
	CAC3	0.814	2.004
	CAC4	0.802	1.986
	CAC5	0.824	2.012
CBBE	CBBE1	0.838	2.362	0.849	0.863	0.896	0.684
	CBBE2	0.850	3.287
	CBBE3	0.867	3.488
	CBBE4	0.749	1.294
PPV	PPV1	0.838	2.223	0.884	0.886	0.915	0.684
	PPV2	0.790	1.893
	PPV3	0.835	2.260
	PPV4	0.878	2.949
	PPV5	0.792	2.078

PPV = Product Perceived Value, CBBE = Customer-Based Brand Equity, BR = Brand Resonance, CAC = Customer Affective Commitment.