Table 4 Moderating effect of brand... | Emerald Publishing

Table 4

Moderating effect of brand strength

Latent IV results	Main effect (Model 4)	Interaction effect (Model 5)
Constant	−2.367^ [–4.750, 0.017]	−2.425* [–4.798, −0.030]
Media entropy and brand strength
Media entropy	0.364* [0.359, 0.369]	2.236* [2.207, 2.266]
Brand strength	0.014* [0.013, 0.015]	0.022* [0.021, 0.023]
Media Entropy x Brand Strength		−0.370** [–0.380, −0.365]
Control variables
Offline earned	0.087* [0.084, 0.084]	0.0871* [0.085, 0.085]
Online paid	0.007* [0.005, 0.008]	0.006* [0.005, 0.008]
Online earned	0.024* [0.022, 0.026]	0.023* [0.021, 0.025]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Brand ownership	0.092* [0.090, 0.094]	0.092* [0.050, 0.053]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [0.021, 0.023]
N	19,893	19,893
Individual fixed effects	YES	YES
Brand fixed effects	YES	YES
Country fixed effects	YES	YES

Latent IV results	Main effect (Model 4)	Interaction effect (Model 5)
Constant	−2.367^ [–4.750, 0.017]	−2.425* [–4.798, −0.030]
Media entropy and brand strength
Media entropy	0.364* [0.359, 0.369]	2.236* [2.207, 2.266]
Brand strength	0.014* [0.013, 0.015]	0.022* [0.021, 0.023]
Media Entropy x Brand Strength		−0.370** [–0.380, −0.365]
Control variables
Offline earned	0.087* [0.084, 0.084]	0.0871* [0.085, 0.085]
Online paid	0.007* [0.005, 0.008]	0.006* [0.005, 0.008]
Online earned	0.024* [0.022, 0.026]	0.023* [0.021, 0.025]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Brand ownership	0.092* [0.090, 0.094]	0.092* [0.050, 0.053]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [0.021, 0.023]
N	19,893	19,893
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