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Fashion and Textiles

International Journal of Interdisciplinary Research

Table 2 Discriminant validity

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

  BID BP DBD PBD PMO QBD RMO UDS
BID 0.736        
BP 0.719 0.744       
DBD 0.520 0.566 0.776      
PBD 0.529 0.537 0.486 0.868     
PMO 0.549 0.635 0.390 0.394 0.712    
QBD 0.628 0.661 0.767 0.579 0.506 0.733   
RMO 0.606 0.619 0.489 0.576 0.634 0.681 0.728  
UDS 0.451 0.543 0.555 0.671 0.435 0.613 0.584 0.889
  1. Diagonal values are the square root of average variance extracted (AVE)
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