Table 3 Correlation coefficient matrix.

From: Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge

Variables

Mean

SD

A

B

C

D

A. University life satisfaction

3.55

0.83

0.92

1.00

   

B. Perceived education quality

3.66

0.80

0.88

0.92

1.00

  

C. University brand knowledge

3.54

0.81

0.88

0.88

0.93

1.00

 

D. Positive word-of-mouth

3.50

0.87

0.89

0.87

0.88

0.96

1.00

  1. Values on the positive diagonal (highlighted in bold with diagonal lines) serve as the square root of the AVE, whereas the value below it indicates the standardized correlation coefficient.
  2. SD standard deviation.
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