| Factor | AVE | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Philanthropy transparency | 0.620 | .787 | |||||||
| 2 | Philanthropy authenticity | 0.552 | .654 | .743 | ||||||
| 3 | Philanthropy sustainability | 0.653 | .703 | .714 | .808 | |||||
| 4 | Philanthropy value congruence | 0.604 | .602 | .761 | .729 | .777 | ||||
| 5 | Consumer‐company-identification | 0.609 | .571 | .691 | .577 | .683 | .780 | |||
| 6 | Consumer trust | 0.660 | .609 | .732 | .697 | .769 | .776 | .812 | ||
| 7 | Brand equity | 0.578 | .577 | .696 | .643 | .724 | .717 | .732 | .760 | |
| 8 | Consumer loyalty | 0.682 | .517 | .652 | .583 | .698 | .738 | .772 | .756 | .826 |