Table 3.

Measurement Model by SmartPLS: CR, AVE, and HTMT

COMPOSITE	ENTIRE	CR	AVE	HTMT
				BEN	BRA	CCB	CLV	INT	SOV
BEN-Benevolence		0.92	0.79
BRA-Brand		0.90	0.70	0.65
CCB		0.83	0.62	0.58	0.67
CLV_		0.97	0.94	0.44	0.54	0.64
INT-Intentional		0.93	0.81	0.49	0.66	0.79	0.80
SOV-Social_value		0.88	0.71	0.57	0.62	0.60	0.52	0.58
	SEG1			BEN	BRA	CCB	CLV	INT	SOV
BEN-Benevolence		0.91	0.77
BRA-Brand		0.90	0.68	0.72
CCB		0.83	0.62	0.60	0.70
CLV_		0.97	0.94	0.54	0.54	0.79
INT-Intentional		0.91	0.78	0.59	0.63	0.90	0.89
SOV-Social_value		0.90	0.74	0.63	0.57	0.70	0.49	0.52
	SEG2			BEN	BRA	CCB	CLV	INT	SOV
BEN-Benevolence		0.93	0.81
BRA-Brand		0.91	0.71	0.57
CCB		0.82	0.60	0.56	0.65
CLV_		0.96	0.93	0.33	0.53	0.45
INT-Intentional		0.94	0.84	0.41	0.68	0.69	0.72
SOV-Social_value		0.86	0.67	0.49	0.70	0.47	0.58	0.66