Table 5 Correlations and AVE.

FB × PB (n = 231)	PF	BF	CC	CS	CA	PQ	PP
Product Fit (PF)	0.775
Brand Fit (BF)	0.450	0.787
Cultural Congruence (CC)	0.268	0.336	0.768
Cultural Sensitivity (CS)	−0.020	0.117	0.012	0.721
Co-branding Attitude (CA)	0.412	0.586	0.526	0.089	0.748
Product Quality (PQ)	0.161	0.217	0.264	0.032	0.392	0.775
Purchase Probability (PP)	0.200	0.183	0.128	0.073	0.308	0.134	0.735
PB × FB (n = 248)
Product Fit (PF)	0.767
Brand Fit (BF)	0.225	0.768
Cultural Congruence (CC)	0.458	0.310	0.812
Cultural Sensitivity (CS)	0.233	0.194	0.283	0.794
Co-branding Attitude (CA)	0.610	0.484	0.661	0.225	0.825
Product Quality (PQ)	0.073	0.024	0.122	0.031	0.101	0.794
Purchase Probability (PP)	0.366	0.281	0.400	0.419	0.493	0.024	0.768

Note: Diagonal elements represent the square root of AVE for each construct; off-diagonal elements are correlations among constructs. All correlations in bold are significant at the p < 0.05.

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