Table 5. Discriminant validity: Fornell-Larcker criterion

Construct	AVE > 0.5	IMC	CE	TAL	TFL	BMP	FP
Integrated marketing communication (IMC)	0.760	0.872
Campaign effectiveness (CE)	0.762	0.617	0.873
Transactional leadership (TAL)	0.629	0.636	0.382	0.793
Transformational leadership (TFL)	0.685	0.592	0.343	0.789	0.827
Brand market performance (BMP)	0.669	0.584	0.682	0.364	0.344	0.818
Financial performance (FP)	0.784	0.393	0.426	0.248	0.191	0.514	0.886

Note. AVE, average variance extracted.