Research Article
Brand Experience and Customer Loyalty in Dentistry: The Role of Perceived Brand Authenticity
Table 2
Confirmatory factor analysis results (factor loading).
| Latent variable | Indicator | FL | FLS | AVE (>0.50) | CR (>0.70) |
| Brand experience | Sensory experience | 0.655 | 0.429 | 0.526 | 0.815 | Affective experience | 0.811 | 0.658 | Cognitive experience | 0.767 | 0.588 | Behavioral experience | 0.655 | 0.429 |
| Brand authenticity | Reliability | 0.853 | 0.728 | 0.696 | 0.872 | Continuity | 0.849 | 0.721 | Originality | 0.849 | 0.721 | Naturalness | 0.784 | 0.615 |
| Customer loyalty | Willingness to pay more | 0.742 | 0.551 | 0.696 | 0.901 | Word of mouth | 0.867 | 0.752 | Repurchase intentions | 0.887 | 0.787 |
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Note: FL = factor loading, FLS = factor loading squared, AVE = average variance extracted, CR = composite reliability. Source: SPSS AMOS 26.
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