Brand Loyalty through Brand Attachment and Brand Trust - Thought ...

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Table 1. Measurement Model and Confirmatory Factor Analysis Results Exogenous Variables Loading AVE** ________________________________________________________________________ BRAND INVOLVEMENT (a=0.93, CR = 0.95)** 0.94 Importance (BINV1) 0.97* Pleasure (BINV2) 0.91* BRAND SELF-EXPRESSION (α = 0.91, CR = 0.84)** 0.91 Inner Self (BSEX1) 0.98* Social Self (BSEX2) 0.84* BRAND TRUST (α = 0.83, CR = 0.64)** 0.80 I totally trust my team (BT1) 0.89* I count on my team (BT2) 0.81* My team is reliable (BT3) 0.69* ________________________________________________________________________ Endogenous Variables Loading AVE** ________________________________________________________________________ BRAND ATTACHMENT (α = 0.90, CR = 0.75)** 0.86 I feel like I am a member of the team (BAT1) 0.84* It is important for me to be a fan of my team (BAT2) 0.88* The team is an important part of my life (BAT3) 0.87* BRAND LOYALTY (α = 0.92, CR = 0.87)** 0.93 Loyalty (BL11) 0.97* Loyalty Intentions (BL2) 0.90* ________________________________________________________________________ Chi square = 110.47 (p=0.123) with 44 degrees of freedom, RMSEA = 0.07, GFI = 0.94, NFI = 0.96, CFI = 0.98 ________________________________________________________________________ * significant at the 0.05 level 11
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