Table 5. Results of convergent validity analysis

Factor	Variable	Unstandardized coefficient	Standardized coefficient	SE	t-value	p-value	AVE	CR
Philanthropy transparency	V01_01	1.000	0.740				0.620	0.826
	V01_03	1.146	0.781	0.077	14.915	***
	V01_04	1.099	0.805	0.071	15.375	***
	V01_05	1.246	0.822	0.079	15.695	***
Philanthropy sustainability	V01_06	1.000	0.699				0.552	0.795
	V01_07	1.034	0.707	0.080	12.916	***
	V01_08	1.096	0.779	0.077	14.150	***
	V01_09	1.075	0.783	0.076	14.219	***
Philanthropy authenticity	V01_10	1.000	0.727				0.653	0.877
	V01_11	1.180	0.858	0.070	16.953	***
	V01_12	1.145	0.800	0.073	15.744	***
	V01_13	1.191	0.853	0.071	16.849	***
	V01_14	1.138	0.795	0.073	15.638	***
Philanthropy value congruence	V01_15	1.000	0.756				0.605	0.875
	V01_16	0.943	0.764	0.060	15.614	***
	V01_17	0.971	0.803	0.059	16.555	***
	V01_18	0.974	0.766	0.062	15.659	***
	V01_19	1.02	0.797	0.062	16.398	***
	V01_20	1.002	0.778	0.063	15.952	***
Consumer‐company identification	V02_01	1.000	0.679				0.609	0.865
	V02_02	0.816	0.524	0.074	11.105	***
	V02_03	1.178	0.72	0.091	12.948	***
	V02_04	1.386	0.792	0.098	14.075	***
	V02_05	1.487	0.827	0.102	14.577	***
	V02_06	1.432	0.824	0.098	14.574	***
	V02_07	1.431	0.827	0.098	14.641	***
Consumer trust	V02_08	1.000	0.834				0.689	0.906
	V02_09	1.063	0.841	0.041	26.032	***
	V02_10	1.016	0.850	0.048	20.959	***
	V02_11	1.046	0.834	0.051	20.323	***
	V02_12	1.037	0.809	0.054	19.372	***
	V02_13	1.041	0.813	0.053	19.512	***
Brand equity	V03_01	1.000	0.693				0.578	0.882
	V03_02	0.932	0.698	0.059	15.731	***
	V03_03	0.969	0.699	0.074	13.108	***
	V03_04	1.095	0.762	0.077	14.234	***
	V03_05	1.033	0.751	0.074	14.035	***
	V03_06	0.970	0.717	0.072	13.422	***
	V03_07	1.145	0.77	0.080	14.366	***
	V03_08	1.156	0.795	0.078	14.808	***
	V03_10	0.927	0.654	0.075	12.295	***
	V03_11	0.990	0.737	0.072	13.791	***
Consumer loyalty	V04_01	1.000	0.812				0.682	0.889
	V04_02	1.013	0.849	0.051	19.933	***
	V04_03	1.084	0.855	0.054	20.142	***
	V04_04	0.997	0.762	0.058	17.082	***

Note. SE, standard error; AVE, average variance extracted; CR, critical ratio.