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International Journal of Interdisciplinary Research

Table 1 Measurement properties

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

Variables

Dimensions

Items

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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