Table 3. Discriminant validity: Fornell-Larcker criterion

Construct	CE	SCSF	MC	TAL	TFL	BMP	I	OA	FP
Campaign effectiveness (CE)	0.873
Stakeholder-centered strategic focus (SCSF)	0.549	0.800
Message consistency (MC)	0.408	0.687	0.822
Transactional leadership (TAL)	0.381	0.544	0.601	0.793
Transformational leadership (TFL)	0.343	0.508	0.560	0.789	0.827
Brand market performance (BMP)	0.68	0.537	0.458	0.363	0.344	0.818
Interactivity (IN)	0.618	0.702	0.607	0.483	0.441	0.501	0.776
Organizational alignment (OA)	0.564	0.757	0.626	0.596	0.56	0.534	0.698	0.802
Financial performance (FP)	0.426	0.335	0.275	0.248	0.191	0.513	0.347	0.403	0.886

Note. AVE, average variance extracted.