Surveying the Impact of Authentic and Pragmatic Marketing by Paradigm Shift on Brand Authenticity: A Case Study of Selected Islamic Azad Universities (Anzali, Tehran Markaz, and Tonekabon)

Table 3

Factor loading and significance of questions (first-order analysis).

Variable	Question	Factor loading	Significance
Authentic marketing	AA1	0.5	13.49
	AA2	0.54	14.92
	AA3	0.62	17.46
	AB1	0.76	39.49
	AB3	0.51	11.94
	AC1	0.80	45.69
	AC2	0.86	66.21
	AC3	0.85	66.48
	AD1	0.88	93.13
	AD2	0.76	37.11
	AD3	0.73	33.22
Pragmatic marketing	BA1	0.66	25.38
	BA2	0.78	45.24
	BB1	0.83	56.39
	BB2	0.83	53.59
	BB3	0.84	56.25
	BC1	0.87	40.21
	BC2	0.78	39.47
	BC3	0.61	18.39
	BD1	0.83	56.16
	BD2	0.82	49.15
	BD3	0.85	59.72
Paradigm shift	CA1	0.65	22.56
	CA2	0.58	16.89
	CB1	0.74	31.63
	CB2	0.72	28.76
	CB3	0.72	30.01
	CC1	0.79	51.00
	CC2	0.75	38.53
	CC3	0.76	48.10
	CD1	0.79	47.48
	CD2	0.83	67.33
	CD3	0.76	34.55
Original brand	D1	0.89	111.84
	D2	0.90	96.34
	D3	0.74	28.13