| Item |
| Brand awareness | Perceived quality | Brand association | Brand loyalty |
| Functional value | Relevance | 0.589** | 0.589** | 0.589** | 0.589** |
|
| Saliency | 0.000 | 0.000 | 0.000 | 0.000 |
| Emotional value | Relevance | 0.639** | 0.695** | 0.701** | 0.700** |
|
| Saliency | 0.000 | 0.000 | 0.000 | 0.000 |
| Cost | Relevance | 0.440** | 0.437** | 0.499** | 0.462** |
|
| Saliency | 0.000 | 0.000 | 0.000 | 0.000 |