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 6

Calculation of the fit of the internal model of second-order hypotheses.

Variable	Communality	R ^2
Authentic marketing variable	0.69	0.00
Building social platforms	0.62	0.00
Authentic marketing mix	0.80	0.00
Authentic values	0.75	0.00
Pragmatism	0.79	0.00
Problem-oriented	0.85	0.00
Evolutionary product	0.72	0.00
The process of strategic formulation of pragmatic marketing	0.83	0.00
Epistemological change	0.81	0.17
Ontological change	0.84	0.53
Consumer growth	0.75	0.43
Out-of-structure changes	0.74	0.50
Original brand	0.72	0.66
Goodness of fit index	0.59