Figures & data
Table 1. Respondent’s demographic profile.
Table 2. CFA and SEM model fit indices.
Table 3. CFA loadings, Cronbach’s alpha, CR, and AVE.
Table 4. Descriptive statistics, correlations, and discriminant validity.
Table 5. Discriminate validity.
Table 6. Standardized direct effects.
Figure A1. KFC chicken and Pepsi drink. Visual Advertisement Cues: Link: KFC IndiaPopcorn Chicken TV Commercial 2011 – YouTube.
![Figure A1. KFC chicken and Pepsi drink. Visual Advertisement Cues: Link: KFC IndiaPopcorn Chicken TV Commercial 2011 – YouTube.](/cms/asset/ebfe8eb7-f930-482e-88b4-c4d6f32703b2/oabm_a_2296147_f0003_c.jpg)
Figure A2. McDonald meals and Coca Cola drink. Visual Advertisement Cues: Link: Indulge in the NEW McCheese Burger only at McDonald’s India – YouTube.
![Figure A2. McDonald meals and Coca Cola drink. Visual Advertisement Cues: Link: Indulge in the NEW McCheese Burger only at McDonald’s India – YouTube.](/cms/asset/7ad2fd5a-189c-4fd7-9810-fb5bd4ad9001/oabm_a_2296147_f0004_c.jpg)
Data availability statement
The data will be made available upon reasonable request.