Table 5 Assessment of the mediating... | Emerald Publishing

Table 5

Assessment of the mediating effects

Hypotheses	A	B	C	AB	AB + C	VAF	Decision
H6 Brand-Sincerity → Brand-Loyalty → Equity	0.064	0.402	0.101	0.026	0.127	0.20	Partial Mediation
Brand-excitement → Brand-Loyalty → Equity	0.159	0.402	0.272	0.064	0.336	0.20	Partial Mediation
Brand-Trust → Brand-Loyalty → Equity	0.096	0.402	0.101	0.038	0.139	0.27	Partial Mediation
H11 Product-Quality → Brand-Loyalty → Equity	0.211	0.402	0.129	0.085	0.214	0.40	Partial Mediation
Distribution → Brand-Loyalty → Equity	0.258	0.402	0.118	0.104	0.222	0.47	Partial Mediation
Promotion → Brand-Loyalty → Equity	0.118	0.402	0.101	0.047	0.148	0.32	Partial Mediation
Price → Brand-Loyalty → Equity	0.283	0.402	0.349	0.114	0.463	0.25	Partial Mediation
Brand-loyalty → Brand-Equity → Brand-Preference	0.402	0.847	0.286	0.527	0.813	0.65	Partial mediation
Brand-loyalty → Brand-Equity → Repurchase Intentions	0.402	0.736	0.231	0.324	0.555	0.58	Partial mediation

Hypotheses	A	B	C	AB	AB + C	VAF	Decision
H6 Brand-Sincerity → Brand-Loyalty → Equity	0.064	0.402	0.101	0.026	0.127	0.20	Partial Mediation
Brand-excitement → Brand-Loyalty → Equity	0.159	0.402	0.272	0.064	0.336	0.20	Partial Mediation
Brand-Trust → Brand-Loyalty → Equity	0.096	0.402	0.101	0.038	0.139	0.27	Partial Mediation
H11 Product-Quality → Brand-Loyalty → Equity	0.211	0.402	0.129	0.085	0.214	0.40	Partial Mediation
Distribution → Brand-Loyalty → Equity	0.258	0.402	0.118	0.104	0.222	0.47	Partial Mediation
Promotion → Brand-Loyalty → Equity	0.118	0.402	0.101	0.047	0.148	0.32	Partial Mediation
Price → Brand-Loyalty → Equity	0.283	0.402	0.349	0.114	0.463	0.25	Partial Mediation
Brand-loyalty → Brand-Equity → Brand-Preference	0.402	0.847	0.286	0.527	0.813	0.65	Partial mediation
Brand-loyalty → Brand-Equity → Repurchase Intentions	0.402	0.736	0.231	0.324	0.555	0.58	Partial mediation

Note(s): Partial mediation = 0.20 < VAF <0.80

Source(s): Generated by authors