Table I. Results of hypothesis testing... | Emerald Publishing

Table I.

Results of hypothesis testing (UniversityI and UniversityII)

Hypotheses relationships				UniversityI				UniversityII
Hypotheses relationships				Estimate	SE	C.R	p	Estimate	SE	C.R	p
H1	Brand Elements	→	Planned brand identity	0.497	0.170	2.923	0.003	0.425	0.176	2.418	0.016
H2	Service Attributes	→	Planned brand identity	0.116	0.053	2.187	0.029	0.169	0.060	2.837	0.005
H3	Website	→	Planned brand identity	0.062	0.103	0.600	0.548	0.003	0.113	0.023	0.981
H4	Social Media	→	Planned brand identity	0.034	0.048	0.704	0.481	0.023	0.050	0.457	0.647
H5	Advertising	→	Planned brand identity	0.198	0.106	1.874	0.061	0.250	0.106	2.351	0.019
H6	Public relations	→	Planned brand identity	0.162	0.052	3.083	0.002	0.252	0.057	4.401	***
H7	Direct marketing	→	Planned brand identity	0.214	0.052	4.124	***	0.087	0.062	1.405	0.160
H8	Place/Country-of-Origin	→	Planned brand identity	0.335	0.078	4.303	***	0.170	0.046	3.661	***
H9	Planned brand identity	→	Awareness	0.291	0.053	5.482	***	0.307	0.056	5.505	***
H10	Awareness	→	Image	0.356	0.053	6.659	***	0.364	0.053	6.853	***
H11	Image	→	Positioning	0.227	0.057	3.979	***	0.377	0.072	5.245	***
H12	Positioning	→	Reputation	0.242	0.077	3.145	0.002	0.285	0.042	6.806	***
H13	Reputation	→	Identification	0.223	0.080	2.776	0.006	0.514	0.076	6.781	***

Hypotheses relationships				UniversityI				UniversityII
Hypotheses relationships				Estimate	SE	C.R	p	Estimate	SE	C.R	p
H1	Brand Elements	→	Planned brand identity	0.497	0.170	2.923	0.003	0.425	0.176	2.418	0.016
H2	Service Attributes	→	Planned brand identity	0.116	0.053	2.187	0.029	0.169	0.060	2.837	0.005
H3	Website	→	Planned brand identity	0.062	0.103	0.600	0.548	0.003	0.113	0.023	0.981
H4	Social Media	→	Planned brand identity	0.034	0.048	0.704	0.481	0.023	0.050	0.457	0.647
H5	Advertising	→	Planned brand identity	0.198	0.106	1.874	0.061	0.250	0.106	2.351	0.019
H6	Public relations	→	Planned brand identity	0.162	0.052	3.083	0.002	0.252	0.057	4.401	***
H7	Direct marketing	→	Planned brand identity	0.214	0.052	4.124	***	0.087	0.062	1.405	0.160
H8	Place/Country-of-Origin	→	Planned brand identity	0.335	0.078	4.303	***	0.170	0.046	3.661	***
H9	Planned brand identity	→	Awareness	0.291	0.053	5.482	***	0.307	0.056	5.505	***
H10	Awareness	→	Image	0.356	0.053	6.659	***	0.364	0.053	6.853	***
H11	Image	→	Positioning	0.227	0.057	3.979	***	0.377	0.072	5.245	***
H12	Positioning	→	Reputation	0.242	0.077	3.145	0.002	0.285	0.042	6.806	***
H13	Reputation	→	Identification	0.223	0.080	2.776	0.006	0.514	0.076	6.781	***

Notes:

***

p < 0.05; Path = relationship between independent variable on dependent variable; b = standardised regression coefficient; SE = standard error; p = level of significance