**Table 3.** *Cont.*


A clear seven-factor structure with an eigenvalue of more than one has been supported. Every item clearly loaded onto one factor. We have examined all factors to find interpretations of their conceptual meanings. The factors were labeled as follows: Strategy, Internal Marketing, Product, Marketing Communication, Digitalization, Price, and Resources (Table 3). After the eliminations and modifications of items, a 29-item pool was used in the following study. After the exploratory analysis, we proceeded to run a confirmatory factorial analysis to check the scale's convergent validity.
