Q:1 A researcher conducting research on "Factors Affecting Brand Equity, an applied Confirmatory Factor Analysis (CFA), based on following output, interpret the results.

Table 1: CFA Output

Discriminant validity Cronbach's Variables Brand Brand Brand Brand Alpha Image Loyalty Awareness Equity Brand Image 0.891 0.879 Brand Loyalty 0.809 0.405 0.949 Brand Awareness 0.836 0.210 0.183 0.878 Brand Equity 0.952 0.145 0.360 0.198 0.872