Table 4 Hypotheses results Hypotheses...

Table 4

Hypotheses results

Hypotheses	Beta coefficients	T statistics	P values	Decision
H1 Brand-Sincerity → Brand-Loyalty	0.064	0.908	0.364 ns	Not supported
H2 Brand-Excitement → Brand-Loyalty	0.159	2.304	0.021**	supported
H4† Brand-Trustworthiness → Brand-Loyalty	0.096	1.735	0.083*	supported
H5 Brand-Loyalty → Brand-Equity	0.402	7.469	0.000***	supported
H6 Brand-Sincerity → Brand-Loyalty- > Equity	0.026	0.896	0.370 ns	Not supported
Brand-excite → Brand-Loyalty → Equity	0.064	2.060	0.038**	Supported
Brand-Trust → Brand-Loyalty → Equity	0.038	1.664	0.091*	Supported
H7a Promotion → Brand-Loyalty	0.118	2.445	0.015**	Supported
H7b Promotion → Brand-Equity	−0.101	2.840	0.005***	Not supported
H8a Distribution → Brand-Loyalty	0.258	5.739	0.000***	Supported
H8b Distribution → Brand-Equity	0.118	2.492	0.013***	Supported
H9a Product-Quality → Brand-Loyalty	0.211	3.227	0.001***	Supported
H9b Product-Quality → Brand-Equity	0.129	2.761	0.006***	Supported
H10a Price → Brand-Loyalty	0.283	5.226	0.000***	Supported
H10b Price → Brand-Equity	0.349	7.002	0.000***	Supported
H11 Product-Quality → Brand-Loyalty → Equity	0.085	2.922	0.003***	Supported
Distribution → Brand-Loyalty → Equity	0.104	4.433	0.000***	Supported
Promotion → Brand-Loyalty → Equity	0.047	2.370	0.018***	Supported
Price → Brand-Loyalty → Equity	0.114	4.502	0.000***	Supported
H12 Brand-Equity → Brand-Preference	0.847	37.025	0.000***	Supported
H13 Brand-Equity → Repurchase -Intentions	0.736	24.004	0.000***	Supported
H14 Brand-loyalty → Equity → Preference	0.527	12.517	0.000***	Supported
H15 Brand-loyalty → Equity → Repurchase Intentions	0.324	7.797	0.000***	Supported

Hypotheses	Beta coefficients	T statistics	P values	Decision
H1 Brand-Sincerity → Brand-Loyalty	0.064	0.908	0.364 ns	Not supported
H2 Brand-Excitement → Brand-Loyalty	0.159	2.304	0.021**	supported
H4† Brand-Trustworthiness → Brand-Loyalty	0.096	1.735	0.083*	supported
H5 Brand-Loyalty → Brand-Equity	0.402	7.469	0.000***	supported
H6 Brand-Sincerity → Brand-Loyalty- > Equity	0.026	0.896	0.370 ns	Not supported
Brand-excite → Brand-Loyalty → Equity	0.064	2.060	0.038**	Supported
Brand-Trust → Brand-Loyalty → Equity	0.038	1.664	0.091*	Supported
H7a Promotion → Brand-Loyalty	0.118	2.445	0.015**	Supported
H7b Promotion → Brand-Equity	−0.101	2.840	0.005***	Not supported
H8a Distribution → Brand-Loyalty	0.258	5.739	0.000***	Supported
H8b Distribution → Brand-Equity	0.118	2.492	0.013***	Supported
H9a Product-Quality → Brand-Loyalty	0.211	3.227	0.001***	Supported
H9b Product-Quality → Brand-Equity	0.129	2.761	0.006***	Supported
H10a Price → Brand-Loyalty	0.283	5.226	0.000***	Supported
H10b Price → Brand-Equity	0.349	7.002	0.000***	Supported
H11 Product-Quality → Brand-Loyalty → Equity	0.085	2.922	0.003***	Supported
Distribution → Brand-Loyalty → Equity	0.104	4.433	0.000***	Supported
Promotion → Brand-Loyalty → Equity	0.047	2.370	0.018***	Supported
Price → Brand-Loyalty → Equity	0.114	4.502	0.000***	Supported
H12 Brand-Equity → Brand-Preference	0.847	37.025	0.000***	Supported
H13 Brand-Equity → Repurchase -Intentions	0.736	24.004	0.000***	Supported
H14 Brand-loyalty → Equity → Preference	0.527	12.517	0.000***	Supported
H15 Brand-loyalty → Equity → Repurchase Intentions	0.324	7.797	0.000***	Supported

Note(s): † = H3 was not tested because competence was deleted from further analyses; *** = significant at 99%; ** = significant at 95%; * = significant at 90% confidence levels; ns = not significant. The control variables of age, gender and racial groups did not make significant impact

Source(s): Generated by authors

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