Table 2.

Model assessment (Direct model).

	Factor loadings		VIF		Construct reliability and validity
				α	Composite reliability	AVE
Enterprise brand orientation	EBo1	0.804	2.456
	EBo2	0.814	2.555
	EBo3	0.806	2.442	0.902	0.925	0.671
	EBo4	0.815	2.631
	EBo5	0.833	2.549
	EBo6	0.842	2.591
Brand performance	EP1	0.810	2.127
	EP2	0.862	2.690	0.912	0.934	0.740
	EP3	0.856	2.763
	EP4	0.906	3.590
	EP5	0.863	2.921
Internal branding	IB1	0.854	2.762
	IB2	0.833	2.429
	IB3	0.878	3.468	0.936	0.949	0.757
	IB4	0.842	2.677
	IB5	0.894	4.421
	IB6	0.917	4.928
Customer value co-creation	VCC1	0.876	2.450
	VCC2	0.901	3.798
	VCC3	0.884	2.700	0.913	0.939	0.793
	VCC4	0.900	3.916