Table 6. Model fit and hypothesis... | Emerald Publishing

Table 6.

Model fit and hypothesis testing

Brand coolness	Hypothesis	Β	R²	p-value	Support	Hypothesis supported
Rebelliousness	ANTH → REB	0.688	0.47	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s rebellious dimension
Energetic	ANTH → ENE	0.535	0.29	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s energetic dimension
Originality	ANTH → ORI	0.722	0.52	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s original dimension
Authentic	ANTH → AUT	0.696	0.48	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s authentic dimension
High status	ANTH → HIS	0.71	0.5	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of high status
Subculture appeal	ANTH → SUA	0.567	0.32	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of subcultural
Iconic	ANTH → ICO	0.481	0.23	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of iconic
Popular	ANTH → POP	0.688	0.47	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of popular
Aesthetically appealing	ANTH → AEA	0.648	0.42	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’ dimension of aesthetically appealing
Extraordinary/useful	ANTH → USE	0.658	0.43	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of extraordinary/useful
H11 (ANTH → BL, p-value < 0.001, Supported); Measurement model fit: χ² (1665.17); Df (794); CMIN/df (2.097); IFI (0.96); CFI (0.96); TLI)/NNFI (0.91); RMSEA (0.044); Structural model fit: χ² (2558); Df (839); CMIN/df (3.048); IFI (0.92); CFI (0.91); TLI)/NNFI (0.91); RMSEA (0.06)

Brand coolness	Hypothesis	Β	R²	p-value	Support	Hypothesis supported
Rebelliousness	ANTH → REB	0.688	0.47	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s rebellious dimension
Energetic	ANTH → ENE	0.535	0.29	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s energetic dimension
Originality	ANTH → ORI	0.722	0.52	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s original dimension
Authentic	ANTH → AUT	0.696	0.48	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’s authentic dimension
High status	ANTH → HIS	0.71	0.5	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of high status
Subculture appeal	ANTH → SUA	0.567	0.32	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of subcultural
Iconic	ANTH → ICO	0.481	0.23	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of iconic
Popular	ANTH → POP	0.688	0.47	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of popular
Aesthetically appealing	ANTH → AEA	0.648	0.42	0.001	✓	Brand anthropomorphism is positively related to the brand coolness’ dimension of aesthetically appealing
Extraordinary/useful	ANTH → USE	0.658	0.43	0.001	✓	Brand anthropomorphism is positively related to the brand coolness dimension of extraordinary/useful
H11 (ANTH → BL, p-value < 0.001, Supported); Measurement model fit: χ² (1665.17); Df (794); CMIN/df (2.097); IFI (0.96); CFI (0.96); TLI)/NNFI (0.91); RMSEA (0.044); Structural model fit: χ² (2558); Df (839); CMIN/df (3.048); IFI (0.92); CFI (0.91); TLI)/NNFI (0.91); RMSEA (0.06)