Table 2 Main, mediation and serial... | Emerald Publishing

Table 2

Main, mediation and serial mediation effects (study 2)

	Brand authenticity (M1)				Self-brand congruity (M2)				Purchase intention (Y)
Panel A. Main effects	B	SE	t	p	B	SE	t	p	B	SE	t	p
Constant	2.97	0.06	52.12	0.000	2.09	0.23	9.30	0.000	0.76	0.23	3.36	0.0009
Advertising appeal (X)	0.68	0.06	11.86	0.000	0.62	0.08	8.06	0.000	0.25	0.07	3.37	0.0009
Brand authenticity (M1)					0.30	0.07	4.07	0.000	0.10	0.06	1.48	0.1396
Self-brand congruity (M2)									0.64	0.06	10.72	0.000
Panel B. Mediation effects	B	SE	95% LLCI	95% ULCI
Advertising appeal → brand authenticity → purchase intention	0.06	0.06	−0.07	0.17
Advertising appeal → self-brand congruity → purchase intention	0.40	0.07	0.27	0.55
Panel C. Serial mediation effects	B	SE	95% LLCI	95% ULCI
Advertising appeal → brand authenticity → self-brand congruity → purchase intention	0.13	0.04	0.04	0.21
Model summary	R² = 0.4131, F(1, 200) = 140.78, p < 0.001				R² = 0.5144, F(2, 199) = 105.40, p < 0.001				R² = 0.6815, F(3, 198) = 141.22, p < 0.001

	Brand authenticity (M1)				Self-brand congruity (M2)				Purchase intention (Y)
Panel A. Main effects	B	SE	t	p	B	SE	t	p	B	SE	t	p
Constant	2.97	0.06	52.12	0.000	2.09	0.23	9.30	0.000	0.76	0.23	3.36	0.0009
Advertising appeal (X)	0.68	0.06	11.86	0.000	0.62	0.08	8.06	0.000	0.25	0.07	3.37	0.0009
Brand authenticity (M1)					0.30	0.07	4.07	0.000	0.10	0.06	1.48	0.1396
Self-brand congruity (M2)									0.64	0.06	10.72	0.000
Panel B. Mediation effects	B	SE	95% LLCI	95% ULCI
Advertising appeal → brand authenticity → purchase intention	0.06	0.06	−0.07	0.17
Advertising appeal → self-brand congruity → purchase intention	0.40	0.07	0.27	0.55
Panel C. Serial mediation effects	B	SE	95% LLCI	95% ULCI
Advertising appeal → brand authenticity → self-brand congruity → purchase intention	0.13	0.04	0.04	0.21
Model summary	R² = 0.4131, F(1, 200) = 140.78, p < 0.001				R² = 0.5144, F(2, 199) = 105.40, p < 0.001				R² = 0.6815, F(3, 198) = 141.22, p < 0.001

Source(s): Authors’ own work