Table 3. Discriminant validity of the measurement tool

Construct	BC	BR	BT	CO	IMC	TO
BC	0.864
BR	0.620	0.818
BT	0.617	0.701	0.872
CO	0.358	0.444	0.413	0.820
IMC	0.463	0.485	0.490	0.486	0.827
TO	0.392	0.468	0.434	0.598	0.608	0.890

Note. BC, brand commitment; BR, brand loyalty; BT, brand trust; CO, customer orientation; IMC, integrated marketing communications; TO, technological orientation.