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 4

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

Variable	Question	Factor loading	Significance
Authentic marketing paradigm	AA1	0.82	39.88
	AA2	0.84	49.95
	AA3	0.84	40.51
Making social platforms	AB1	0.81	40.22
	AB2	0.73	19.68
	AB3	0.81	37.29
Authentic marketing mix	AC1	0.88	80.91
	AC2	0.93	139.68
	AC3	0.87	50.75
Authentic values	AD1	0.91	113.12
	AD2	0.85	49.09
	AD3	0.83	42.49
Pragmatism	BA1	0.85	44.82
	BA2	0.92	131.40
Problem-oriented	BB1	0.93	125.46
	BB2	0.91	84.94
	BB3	0.92	104.45
Evolutionary product	BC1	0.89	78.74
	BC2	0.89	68.85
	BC3	0.76	31.59
The process of strategic formulation of pragmatic marketing	BD1	0.88	78.98
	BD2	0.92	102.04
	BD3	0.93	108.89
Epistemological change	CA1	0.91	89.58
	CA2	0.88	56.23
Ontological change	CB1	0.88	58.40
	CB2	0.93	100.97
	CB3	0.94	104.96
Consumer growth	CC1	0.86	76.88
	CC2	0.84	51.63
	CC3	0.90	97.78
Out-of-structure changes	CD1	0.83	49.37
	CD2	0.90	118.03
	CD3	0.85	59.01