Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

Future Business Journal

Table 1 Factor analysis

Kaiser–Meyer–Olkin measure of sampling adequacy = 0.889
Bartlett’s test of sphericity approx. Chi-square = 4624.591
df = 210
Sig. = .000
Variables and measurement items	Initial Eigenvalues	1	2	3	4	5
1. COVID-19 preventive measures	7.376
cpm1		0.679
cpm2		0.602
cpm3		0.741
cpm4		0.706
cpm5		0.502
2. Perceived brand ethicality	2.737
pbe1			0.638
pbe2			0.553
pbe3			0.719
pbe4			0.728
pbe5			0.638
3. Pragmatic brand legitimacy	1.823
pbl1				0.761
pbl2				0.821
pbl3				0.756
4. Moral brand legitimacy	1.517
mbl1					0.724
mbl2					0.693
mbl3					0.779
mbl4					0.816
5. Cognitive brand legitimacy	1.492
cbl1						0.642
cbl2						0.724
cbl3						0.673
cbl4						0.707