Table 2. Descriptive statistics of key variables

Category	Latent variable	No. of item	Mean	Standard deviation	Skeness	Kurtosis	Early reliability
The perceptual factors of corporate philanthropy	Philanthropy transparency	5	4.75	0.96	−.283	.109	.881
	Philanthropy sustainability	4	5.25	0.97	−.656	.636	.830
	Philanthropy authenticity	5	5.18	0.92	−.348	−.406	.902
	Philanthropy value congruence	6	5.33	0.94	−.658	.428	.901
Parameters and dependent variable	Consumer‐company identification	7	4.95	0.94	−.564	.586	.900
	Consumer trust	6	5.22	1.01	−.555	.092	.931
	Brand equity	11	4.99	0.93	−.427	−.053	.930
	Consumer loyalty	6	5.13	0.98	−.465	.365	.918