Moderating effect of brand strength (ML results)
| ML results | Main effect (Model 4) | Interaction effect (Model 5) |
|---|---|---|
| Constant | −3.407** (0.253) | −3.610** (0.271) |
| Media entropy and brand strength | ||
| Media entropy | 1.829** (0.399) | 8.247** (2.743) |
| Brand strength | 0.0841^ (0.050) | 0.124* (0.054) |
| Media entropy x brand strength | −1.279* (0.547) | |
| Control variables | ||
| Offline earned | 0.368** (0.101) | 0.370** (0.101) |
| Online paid | 0.017 (0.091) | 0.016 (0.091) |
| Online earned | 0.103 (0.102) | 0.101 (0.103) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Brand ownership | 0.395** (0.074) | 0.394** (0.074) |
| Number of touchpoints | −0.019** (0.002) | −0.019** (0.002) |
| N | 19,893 | 19,893 |
| Individual fixed effects | YES | YES |
| Brand fixed effects | YES | YES |
| Country fixed effects | YES | YES |
| ML results | Main effect (Model 4) | Interaction effect (Model 5) |
|---|---|---|
| Constant | −3.407** (0.253) | −3.610** (0.271) |
| Media entropy | 1.829** (0.399) | 8.247** (2.743) |
| Brand strength | 0.0841^ (0.050) | 0.124* (0.054) |
| Media entropy | −1.279* (0.547) | |
| Offline earned | 0.368** (0.101) | 0.370** (0.101) |
| Online paid | 0.017 (0.091) | 0.016 (0.091) |
| Online earned | 0.103 (0.102) | 0.101 (0.103) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Brand ownership | 0.395** (0.074) | 0.394** (0.074) |
| Number of touchpoints | −0.019** (0.002) | −0.019** (0.002) |
| 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 standard are errors reported in the parentheses. **p < 0.01; *p < 0.05; ^p < 0.1
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