Moderating effect of brand ownership (ML results)
| ML results | Main effect (Model 1) | Interaction effect (Model 3) |
|---|---|---|
| Constant | −3.054** (0.080) | −3.078** (0.080) |
| Media entropy and brand ownership | ||
| Media entropy | 1.872** (0.371) | 3.075** (0.482) |
| Brand ownership | 0.465** (0.067) | 0.554** (0.071) |
| Media entropy x brand ownership | −2.513** (0.733) | |
| Control variables | ||
| Offline earned | 0.340** (0.091) | 0.342** (0.091) |
| Online paid | 0.025 (0.082) | 0.023 (0.082) |
| Online earned | 0.120 (0.092) | 0.123 (0.092) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Number of touchpoints | −0.020** (0.002) | −0.020** (0.002) |
| N | 26,285 | 26,285 |
| Individual fixed effects | YES | YES |
| Brand fixed effects | YES | YES |
| Country fixed effects | YES | YES |
| ML results | Main effect (Model 1) | Interaction effect (Model 3) |
|---|---|---|
| Constant | −3.054** (0.080) | −3.078** (0.080) |
| Media entropy | 1.872** (0.371) | 3.075** (0.482) |
| Brand ownership | 0.465** (0.067) | 0.554** (0.071) |
| Media entropy | −2.513** (0.733) | |
| Offline earned | 0.340** (0.091) | 0.342** (0.091) |
| Online paid | 0.025 (0.082) | 0.023 (0.082) |
| Online earned | 0.120 (0.092) | 0.123 (0.092) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Number of touchpoints | −0.020** (0.002) | −0.020** (0.002) |
| 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 standard errors are reported in the parentheses. **p < 0.01; *p < 0.05; ^p < 0.1
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