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The Role Of Consumers Participation Behavior To Smes Brand Equity

Table 1:

Variables and Items Cronbach's alpha CR AVE Mean Standard Deviation Factor Loadings
Information SeekingINSEEK1 0.797 0.881 0.712 3.57 0.79 0.853
INSEEK2 3.45 0.88 0.809
INSEEK3 3.52 0.80 0.868
Information sharing 0.844 0.895 0.681
INSHARE1 3.50 0.82 0.847
INSHARE2 3.53 0.83 0.857
INSHARE3 3.50 0.88 0.778
INSHARE4 3.45 0.84 0.817
Responsible Behavior 0.849 0.898 0.689
RESB1 3.68 0.81 0.839
RESB2 3.60 0.76 0.851
RESB3 3.76 0.80 0.825
RESB4 3.62 0.79 0.804
Personal Interaction 0.911 0.935 0.743
PINT1 3.94 0.75 0.853
PINT2 3.97 0.77 0.906
PINT3 3.96 0.77 0.913
PINT4 3.90 0.76 0.908
PINT5 3.88 0.80 0.712
Brand Equity 0.858 0.894 0.585
BEQ1 3.68 0.77 0.779
BEQ2 3.77 0.75 0.798
BEQ3 3.69 0.80 0.767
BEQ4 3.71 0.76 0.750
BEQ5 3.67 0.79 0.726
BEQ6 3.66 0.81 0.767
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