Page 137 - MARSIUM'21 COMP OF PAPER

CHAI JING MIN (2022)

4.4 Reliability statistics

Similar to the study findings in the table above, the findings in the table 4.5 shows that the reliability test result for this study
is within acceptable range. As a result, it can be argued that all of the variables in this study are acceptable and reliable.

Table 4.5: Reliability Statistics

Construct of IV/DV Measurement Items No. of Items Cronbach’s
Alpha

Brand Awareness 1. “I associate my shopping with One Little C 4 .780
Enterprise”

2. “Advertising characters remind me of One Little C’s
healthy snack product”

3. “I always remember One Little C Enterprise as one of
the most frequently used brands”

4. “I recall One Little C’s healthy snack product
whenever you have shopping need”

Brand Association 1. “It is appropriate to describe the products offered by 4 .778
One Little C Enterprise as "up-market"

2. “It is appropriate to describe the products offered by
One Little C Enterprise as "tough”

3. “It is appropriate to describe delivery service offered
by One Little C Enterprise as "fast”

4. “I feel relaxing when using One Little C Enterprise
retailers”

Perceived Quality 1. “My overall perception of service quality is 4 .789
satisfactory in this One Little C Enterprise”

2. “One Little C’s healthy snack product offering is
customized to meet customer needs”

3. “One Little C’s healthy snack product offering is same
as its promise”

4. “One Little C’s healthy snack product has good price
under given quality”

Brand Loyalty 1. “My loyalty towards One Little C Enterprise is purely 4 .748
habitual”

2. “I do not necessarily purchase the same One Little C’s
healthy snack product all the time”

3. “I always sample new One Little C’s healthy snack
product as soon as”

114