Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Table III: Discriminant Validity: Fornell-Larcker Criterion SMBBCP BAs BAw BI SMBBCP 0.788 Brand Association 0.643 0.743 Brand Awareness 0.629 0.659 0.724 Brand Image 0.457 0.595 0.496 0.781 The heterotrait-monotrait ratio of correlations (HTMT), a complete and consistent technique for assessing discriminant validity in SEM, was proposed by Hessenler et al. (2015). Under a strict protocol, HTMT values lower than 0.85 are acceptable. However, HTMT>.90 is permitted in a more liberal approach. As shown in Table IV, the constructs here satisfy the required specification (Hair et al., 2019; Kline, 2015). The researcher also checked the discriminant validity of item cross-loadings and found that they complied with the requirements. Table IV: HTMT SMBBCP BAs BAw BI 0.767 0.798 0.883 0.580 0.800 0.707 Figure 2: The Research Framework Representing the Results SMBBCP © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 77 SMBBCP Brand Association Brand Awareness Brand Image When examining discriminant validity, the researchers were interested in how unique a construct is in compared to others (Hair et al., 2019). In this case, inter-correlations between variables (off-diagonal values) are more significant than the average extracted variance's square roots (diagonal elements). So, it suggests a fair level of discriminant validity (Fornell & Larcker, 1981); see Table III. The summary of hypotheses regarding direct impacts is shown in Figure 2 and Table V. In the case of immediate effect, all the ideas were accepted, except hypothesis H3. Specifically, SMBBCP was negatively associated with BI (H3: SMBBCP → BI: β = 0.125, t= 1.956, p < 0.05, BCI LL: -0.004, UL: 0.252). c) The Structural Model Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness