Hypothesised mediation relationships results
| Path | Indirect effect (β) | 95% CI for indirect effect | Mediation type | Outcome |
|---|---|---|---|---|
| BA → BLOV (via BS) | 0.053 | [0.033, 0.126] | Weak partial | Accepted |
| BI → BLOV (via BS) | 0.134 | [0.111, 0.239] | Partial | Accepted |
| PQ → BLOV (via BS) | 0.343 | [0.256, 0.426] | Strong partial | Accepted |
| Path | Indirect effect (β) | 95% CI for indirect effect | Mediation type | Outcome |
|---|---|---|---|---|
| BA → BLOV (via BS) | 0.053 | [0.033, 0.126] | Weak partial | Accepted |
| BI → BLOV (via BS) | 0.134 | [0.111, 0.239] | Partial | Accepted |
| PQ → BLOV (via BS) | 0.343 | [0.256, 0.426] | Strong partial | Accepted |
Note(s): Bootstrap resamples = 5,000. BS = brand satisfaction, BA = brand awareness, BLOV = brand love. All indirect effects are significant at p < 0.05 as the 95% confidence intervals do not include zero
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