| Research constructs | Cronbach’s alpha | Rho_A | CR | AVE | Loadings |
| Advertising | 0.886 | 0.893 | 0.916 | 0.686 |
|
| A1 |
|
|
|
| 0.830 |
| A2 |
|
|
|
| 0.802 |
| A3 |
|
|
|
| 0.823 |
| A4 |
|
|
|
| 0.855 |
| A5 |
|
|
|
| 0.832 |
| Consumer Awareness | 0.866 | 0.867 | 0.904 | 0.653 |
|
| AC1 |
|
|
|
| 0.765 |
| AC2 |
|
|
|
| 0.751 |
| AC3 |
|
|
|
| 0.842 |
| AC4 |
|
|
|
| 0.816 |
| AC5 |
|
|
|
| 0.861 |
| Consumer Buying Behavior | 0.850 | 0.859 | 0.893 | 0.626 |
|
| CBB1 |
|
|
|
| 0.854 |
| CBB2 |
|
|
|
| 0.786 |
| CBB3 |
|
|
|
| 0.762 |
| CBB4 |
|
|
|
| 0.814 |
| CBB5 |
|
|
|
| 0.734 |
| Consumer Perception | 0.875 | 0.884 | 0.909 | 0.667 |
|
| CP1 |
|
|
|
| 0.751 |
| CP2 |
|
|
|
| 0.798 |
| CP3 |
|
|
|
| 0.856 |
| CP4 |
|
|
|
| 0.829 |
| CP5 |
|
|
|
| 0.845 |