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Discriminant validity of each construct in the model.
| Constructs | (1) | (2) | (3) | (4) |
|---|---|---|---|---|
| Consumer ethnocentrism (1) | 0.753 | |||
| General country image (2) | −0.146 | 0.807 | ||
| Product country image (3) | 0.053 | 0.570 | 0.740 | |
| Purchase intention (4) | −0.116 | 0.484 | 0.553 | 0.740 |
Notes: The main diagonal value (in bold) is the square root of the average variance extracted.
