Table 6. Hypotheses testing results-...

Table 6.

Hypotheses testing results- Studies 1 and 2

Study 1	Path	Estimate	S.E.	C.R.	p	Decision
H1	BSC -> CBI	0.262	0.045	5.768	***	Supported
H2	SEV -> CBI	0.205	0.047	4.380	***	Supported
H3	BD -> CBI	0.044	0.055	0.808	0.419	Not supported
H4	IGI -> CBI	0.072	0.039	1.862	0.063	Not supported
H5	CBI -> BL	0.220	0.044	5.034	***	Supported
H6	CBI -> PWM	0.247	0.043	5.702	***	Supported
Study 2
H1	BSC -> CBI	−0.023	0.024	−0.961	0.337	Not supported
H2	SEV -> CBI	0.521	0.044	11.766	***	Supported
H3	BD -> CBI	0.518	0.040	12.962	***	Supported
H4	IGI -> CBI	−0.071	0.034	−2.127	0.033	Not supported
H5	CBI -> BL	0.352	0.040	8.852	***	Supported
H6	CBI -> PWM	−0.020	0.088	−0.224	0.823	Not supported

Study 1	Path	Estimate	S.E.	C.R.	p	Decision
H1	BSC -> CBI	0.262	0.045	5.768	***	Supported
H2	SEV -> CBI	0.205	0.047	4.380	***	Supported
H3	BD -> CBI	0.044	0.055	0.808	0.419	Not supported
H4	IGI -> CBI	0.072	0.039	1.862	0.063	Not supported
H5	CBI -> BL	0.220	0.044	5.034	***	Supported
H6	CBI -> PWM	0.247	0.043	5.702	***	Supported
Study 2
H1	BSC -> CBI	−0.023	0.024	−0.961	0.337	Not supported
H2	SEV -> CBI	0.521	0.044	11.766	***	Supported
H3	BD -> CBI	0.518	0.040	12.962	***	Supported
H4	IGI -> CBI	−0.071	0.034	−2.127	0.033	Not supported
H5	CBI -> BL	0.352	0.040	8.852	***	Supported
H6	CBI -> PWM	−0.020	0.088	−0.224	0.823	Not supported

Note(s):

NCBI = consumer brand identification; BSC = brand-self congruity; SEV = self-expressive value; BD = brand distinctiveness; IGI = in-group social identity; BL = Brand loyalty; PWM = positive word of mouth

Source(s): Authors’ own work

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