Table 3 Moderating effect of brand... | Emerald Publishing

Table 3

Moderating effect of brand ownership

Latent IV results	Main effect (Model 1)	Interaction effect (Model 3)
Constant	−2.340^ [–4.694, 0.068]	−2.339^ [–4.698, 0.075]
Media entropy and brand ownership
Media entropy	0.367* [0.362, 0.372]	0.558* [0.551, 0.565]
Brand ownership	0.095* [0.0933, 0.097]	0.108* [0.106, 0.110]
Media entropy x brand ownership		−0.437** [–0.444, −0.429]
Control variables
Offline earned	0.086* [0.084, 0.084]	0.086* [0.084, 0.084]
Online paid	0.007* [0.005, 0.009]	0.007* [0.005, 0.008]
Online earned	0.024* [0.022, 0.025]	0.024* [0.022, 0.026]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [–0.001, −0.001]
N	26,285	26,285
Individual fixed effects	YES	YES
Brand fixed effects	YES	YES
Country fixed effects	YES	YES

Latent IV results	Main effect (Model 1)	Interaction effect (Model 3)
Constant	−2.340^ [–4.694, 0.068]	−2.339^ [–4.698, 0.075]
Media entropy and brand ownership
Media entropy	0.367* [0.362, 0.372]	0.558* [0.551, 0.565]
Brand ownership	0.095* [0.0933, 0.097]	0.108* [0.106, 0.110]
Media entropy x brand ownership		−0.437** [–0.444, −0.429]
Control variables
Offline earned	0.086* [0.084, 0.084]	0.086* [0.084, 0.084]
Online paid	0.007* [0.005, 0.009]	0.007* [0.005, 0.008]
Online earned	0.024* [0.022, 0.025]	0.024* [0.022, 0.026]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [–0.001, −0.001]
N	26,285	26,285
Individual fixed effects	YES	YES
Brand fixed effects	YES	YES
Country fixed effects	YES	YES

Note(s): The baseline condition is offline paid. The 95% Bayesian credible intervals are reported in brackets; **p < 0.01; *p < 0.05; ^p < 0.1