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Table 1 Measurement properties

From: Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan

Variables Dimensions Items Loading t-value CA CR AVE R2 Q2
Market orientation types Proactive market orientation PMO1 0.625 9.889*** 0.859 0.891 0.507   
PMO2 0.610 9.599***      
PMO3 0.684 11.95***      
   PMO4 0.731 14.97***      
   PMO5 0.782 17.67***      
   PMO6 0.806 21.23***      
   PMO7 0.766 17.16***      
   PMO8 0.666 9.222***      
  Responsive market orientation RMO1 0.709 14.09*** 0.822 0.871 0.529   
  RMO2 0.750 19.58***      
  RMO3 0.752 14.85***      
   RMO4 0.671 10.98***      
   RMO5 0.759 20.85***      
   RMO6 0.720 15.38***      
Positioning strategy Design based differentiation DBD1 0.794 22.58*** 0.78 0.858 0.602 0.152 0.08
DBD2 0.757 16.35***      
   DBD3 0.760 18.58***      
   DBD4 0.791 16.14***      
  Quality based differentiation QBD1 0.734 16.26*** 0.786 0.852 0.537 0.256 0.13
  QBD2 0.660 8.010***      
   QBD3 0.646 7.250***      
   QBD4 0.768 16.01***      
   QBD5 0.838 34.45***      
  Brand image-based differentiation BID1 0.725 17.91*** 0.791 0.855 0.542 0.368 0.18
  BID2 0.758 21.75***      
  BID4 0.635 8.470***      
   BID5 0.802 19.70***      
   BID6 0.750 13.08***      
  Price based differentiation PBD1 0.819 22.08*** 0.891 0.924 0.754 0.332 0.24
  PBD2 0.883 36.01***      
   PBD3 0.883 36.59***      
   PBD4 0.886 46.90***      
  Undifferentiation strategy UDS1 0.891 41.49*** 0.868 0.919 0.791 0.341 0.26
  UDS2 0.879 33.30***      
   UDS3 0.898 41.27***      
Brand performance   BP2 0.705 15.82*** 0.937 0.945 0.554 0.61 0.33
  BP3 0.753 18.56***      
   BP4 0.793 22.05***      
   BP5 0.795 22.34***      
   BP6 0.735 17.35***      
   BP7 0.767 20.83***      
   BP8 0.693 12.79***      
   BP9 0.813 31.69***      
   BP10 0.563 8.362***      
   BP11 0.682 12.61***      
   BP12 0.783 21.17***      
   BP13 0.798 29.31***      
   BP14 0.736 17.50***      
   BP15 0.768 17.09***      
  1. CA is Cronbachs Alpha ≥ 0.7, CR is composite reliability ≥ 0.7; AVE is average variance extracted. ≥ 0.5
  2. ***Factor loadings are significant at: p < 0.001
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