Table 2. Evaluation of the discriminant validity (Fornell-Larcker criterion)

	BAT	BAW	BIM	CUS	ENT	INF	INT	PU	TRE	WOM
BAT (brand attitude)	0.820
BAW (brand awareness)	0.708	0.793
BIM (brand image)	0.787	0.689	0.831
CUS (customization)	0.595	0.641	0.583	0.812
ENT (entertainment)	0.590	0.630	0.528	0.608	0.820
INF (informativity)	0.619	0.620	0.497	0.654	0.647	0.831
INT (interaction)	0.605	0.636	0.575	0.623	0.562	0.539	0.846
PU (purchase)	0.753	0.633	0.657	0.587	0.617	0.623	0.504	0.812
TRE (trendiness)	0.540	0.589	0.435	0.638	0.641	0.725	0.531	0.543	0.800
WOM (word of mouth)	0.751	0.674	0.764	0.574	0.544	0.526	0.589	0.707	0.508	0.839

Note. AVE, average variance extraction.
The values in bolded indicates the square root of AVE of the construct.