Table 2. Validity and reliability of the measurement tool

Variables and scale items FL t-value α CR AVE
Customer orientation
 1.1 (Brand) is strongly committed to your needs. 0.846 31.806 0.902 0.925 0.673
 1.2 (Brand) products/services create value for you. 0.821 26.190
 1.3 (Brand) is interested in what products/services you will need in the future. 0.822 37.298
 1.4 (Brand) satisfy your needs. 0.851 37.208
 1.5 (Brand) sends you surveys to assess the quality of their products and services. 0.754 23.559
 1.6 (Brand) supports you with after-sales service. 0.823 35.251
Technological orientation
 2.1 (Brand) new products are always at the state of the art of the technology. 0.864 33.683 0.913 0.939 0.793
 2.2 Relative to other brands, (Brand) new products are more ambitious. 0.883 42.467
 2.3 (Brand) is very proactive in the construction of new Technical solutions to answer my needs. 0.901 54.396
 2.4 (Brand) is always the first one to use a new technology for its new product development. 0.912 79.716
Integrated marketing communications
 3.1 (Brand)’s intended message is consistently delivered through all communications channels (e.g., advertising, SNS, SP, Website). 0.782 24.403 0.885 0.915 0.683
 3.2 (Brand) maintains consistency in all visual components of its communication (e.g., Trademarks, Logos, Models and Color). 0.830 29.380
 3.3 (Brand) maintains consistency in all linguistic components (e.g., Slogans) of communication in all media. 0.816 26.692
 3.4 (Brand) has a consistent brand image. 0.854 45.843
 3.5 (Brand) does not alter the brand image, even as its context changes, but maintains its consistency from the long-term perspective. 0.850 39.559
Brand trust
 4.1 (Brand) are very reliable. 0.853 40.026 0.921 0.941 0.760
 4.2 (Brand) is honest. 0.873 36.876
 4.3 (Brand) are reliable in terms of quality. 0.855 36.351
 4.4 (Brand) fulfils its promises. 0.875 45.256
 4.5 (Brand) provide reliable information. 0.901 53.504
Brand commitment
 5.1 I am committed to (brand). 0.855 40.724 0.830 0.898 0.746
 5.2 I feel a strong emotional attachment to (brand). 0.892 47.347
 5.3 (brand) has a great deal of personal meaning for me. 0.844 36.689
Brand loyalty
 6.1 I am satisfied with my decision to purchase from (brand). 0.818 32.957 0.876 0.910 0.669
 6.2 I intend to recommend the (brand) that I regularly use to people around me. 0.831 33.085
 6.3 I will make purchase again on the (brand). 0.840 35.497
 6.4 I consider (brand) to be my first choice to buy the kind of product. 0.843 39.063
 6.5 My preference for (brand) would not willingly change. 0.754 23.247
Note. FL, factor loading; t-value; t-value bootstrap; α, Cronbach’s α; CR, composite reliability; AVE, average variance extracted; SNS, social networking service; SP, sales promotion.
FL (> 0.70), CR (0.6–0.9), AVE (> 0.5), α (0.6–0.9).