Table 10. Goodness-of-fit (GOF) results

Construct	AVE (communality)	R2
Integrated marketing communication (IMC)	0.760	0.421
Campaign effectiveness (CE)	0.762	0.389
Transactional leadership (TAL)	0.629
Transformational leadership (TFL)	0.685
Brand market performance (BMP)	0.669	0.503
Financial performance (FP)	0.784	0.279
Average values	0.714	0.398
AVE × R2	0.284
GOF = √(AVE × R2)	0.532

Note. AVE, average variance extracted.