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Discriminant validity (Fornell-Larker-1981 Criteria).
| Construct | BF | CAC | CBBE | PPV |
| BR | 0.811 | |||
| CAC | 0.748 | 0.814 | ||
| CBBE | 0.587 | 0.598 | 0.827 | |
| PPV | 0.692 | 0.541 | 0.402 | 0.827 |
PPV = Product Perceived Value, CBBE = Customer-Based Brand Equity, BR = Brand Resonance, CAC = Customer Affective Commitment.
