Table 6 Results of structural equation...

Table 6

Results of structural equation modeling

Hypothesized relationships	Effects^a	Stderr	t-value	Result
Fashion condition
Self-presence → SE	0.69***	0.06	11.22	H1: confirmed
SEP → BCP	0.28***	0.07	3.72	H2: confirmed
SEP → BA	0.29***	0.09	3.13	H3: confirmed
Indirect effect: SEP → SE → BCP	0.41***	0.06	6.44
Indirect effect: SEP→ SE → BA	0.25***	0.07	3.62
Total effect: SEP → BCP	0.68***	0.06	10.68
Total effect: SEP → BA	0.54***	0.06	8.56
SE → BCP	0.59***	0.07	7.38	H4: confirmed
Indirect effect: SE → BCP→ BA	0.19**	0.07	2.60	H5: confirmed
Total effect: SE → BA	0.23**	0.07	2.54
Direct effect: SE → BA	0.04^n.s.	0.11	0.30
BCP → brand attitude	0.33**	0.13	2.78
Beauty condition
Self-presence → SE	0.69***	0.06	11.22	H1: confirmed
SEP → BCP	0.30***	0.07	4.13	H2: confirmed
SEP → BA	0.20**	0.10	2.44	H3: confirmed
Indirect effect: SEP → SE → BCP	0.41***	0.06	6.45
Indirect effect: SEP → SE → BA	0.25***	0.07	6.00
Total effect: SEP → BCP	0.68***	0.06	10.78
Total effect: SEP → BA	0.54***	0.07	9.84
SE → BCP	0.59***	0.07	7.47	H4: confirmed
Indirect effect: SE → BCP→ BA	0.20**	0.09	2.60	H5: confirmed
Total effect: SE → BA	0.38***	0.13	5.13
Direct effect: SE → BA	0.19^n.s.	0.13	1.60
BCP → BA	0.35***	0.15	3.13

Hypothesized relationships	Effects^a	Stderr	t-value	Result
Fashion condition
Self-presence → SE	0.69***	0.06	11.22	H1: confirmed
SEP → BCP	0.28***	0.07	3.72	H2: confirmed
SEP → BA	0.29***	0.09	3.13	H3: confirmed
Indirect effect: SEP → SE → BCP	0.41***	0.06	6.44
Indirect effect: SEP→ SE → BA	0.25***	0.07	3.62
Total effect: SEP → BCP	0.68***	0.06	10.68
Total effect: SEP → BA	0.54***	0.06	8.56
SE → BCP	0.59***	0.07	7.38	H4: confirmed
Indirect effect: SE → BCP→ BA	0.19**	0.07	2.60	H5: confirmed
Total effect: SE → BA	0.23**	0.07	2.54
Direct effect: SE → BA	0.04^n.s.	0.11	0.30
BCP → brand attitude	0.33**	0.13	2.78
Beauty condition
Self-presence → SE	0.69***	0.06	11.22	H1: confirmed
SEP → BCP	0.30***	0.07	4.13	H2: confirmed
SEP → BA	0.20**	0.10	2.44	H3: confirmed
Indirect effect: SEP → SE → BCP	0.41***	0.06	6.45
Indirect effect: SEP → SE → BA	0.25***	0.07	6.00
Total effect: SEP → BCP	0.68***	0.06	10.78
Total effect: SEP → BA	0.54***	0.07	9.84
SE → BCP	0.59***	0.07	7.47	H4: confirmed
Indirect effect: SE → BCP→ BA	0.20**	0.09	2.60	H5: confirmed
Total effect: SE → BA	0.38***	0.13	5.13
Direct effect: SE → BA	0.19^n.s.	0.13	1.60
BCP → BA	0.35***	0.15	3.13

Notes:

SE = self-explorative engagement; SEP = self-presence; BA = brand attitude, BCP; brand cognitive processing; ^astandardized effect; Stderr = standard error; critical t-value (one-tailed) = 1.645. ***p<0.001; **p<0.01; ^n.s.p>0.05

Source: Authors’ own work

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