Q:1 A researcher conducting research on “Factors Affecting Brand Equity, an applied Confirmatory Factor Analysis (CFA), based on following output, interpret the results. (10 Marks)

Table 1: CFA Output

 Required: Interpret reliability and validity of constructs.

Discriminant validity Cronbach's Variables Brand Brand Brand Brand Alpha Image Loyalty Awareness Equity Brand Image Brand Loyalty 0.891 0.879 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