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 5

Calculation of internal model fitting (first-order analysis).

Variable	Communality	R ^2
Authentic marketing	0.52	0.00
Pragmatic marketing	0.62	0.00
Paradigm shift	0.55	0.55
Original brand	0.72	0.59
Goodness of fit index	0.59