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Brand authenticity has emerged as a crucial topic in contemporary marketing thought, as brands confront an array of challenges stemming from intense competition, financial crises, and the COVID-19 pandemic. These challenges have prompted brands to prioritize the concept of authenticity, which contributes significantly to their success and longevity...
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... results presented in Table (3) reveal that outer loading of each indicator was greater on its respective latent variable than its cross-loadings on any other latent variables. Fornell and Larcker (1981) As shown in Table 4, the square root of AVE of each of the latent variables was greater than its correlation with other latent variable. ...