Summary of research hypotheses and results
| Hypothesis | Relationship tested | Key result | Conclusion |
|---|---|---|---|
| H1a/b | Conjoined Psychological Ownership → Positively Valenced Engagement | Positive effect observed for both brands; strongest in high/high and low/low ownership configurations | Supported |
| H2a/b | Conjoined Psychological Ownership → Negatively Valenced Engagement | No significant relationship across configurations for brands | Not supported |
| H3a | Conjoined Psychological Ownership → Territoriality (focal brand) → Negatively Valenced Engagement (opposing brand) | Territoriality positively influences negatively valenced engagement towards low psychological ownership objects; notably in high/low condition | Partially supported |
| H3b | Conjoined Psychological Ownership → Territoriality (focal brand) → Positively Valenced Engagement (focal brand) | Territoriality positively influences positively valenced engagement towards high psychological ownership object; strongest in high/low and low/low conditions | Partially supported |
| H4a/b | Conjoined Psychological Ownership → Apathy → Positively Valenced Engagement | Lower apathy is associated with stronger psychological ownership and engagement; particularly in low/low condition | Partially supported |
| Hypothesis | Relationship tested | Key result | Conclusion |
|---|---|---|---|
| Conjoined Psychological Ownership → Positively Valenced Engagement | Positive effect observed for both brands; strongest in high/high and low/low ownership configurations | Supported | |
| Conjoined Psychological Ownership → Negatively Valenced Engagement | No significant relationship across configurations for brands | Not supported | |
| Conjoined Psychological Ownership → Territoriality (focal brand) → Negatively Valenced Engagement (opposing brand) | Territoriality positively influences negatively valenced engagement towards low psychological ownership objects; notably in high/low condition | Partially supported | |
| Conjoined Psychological Ownership → Territoriality (focal brand) → Positively Valenced Engagement (focal brand) | Territoriality positively influences positively valenced engagement towards high psychological ownership object; strongest in high/low and low/low conditions | Partially supported | |
| Conjoined Psychological Ownership → | Lower apathy is associated with stronger psychological ownership and engagement; particularly in low/low condition | Partially supported |
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