Table A6 Results of structural equation...

Table A6

Results of structural equation modeling with covariates in the analysis

Hypothesized relationships	Effects^a	Stderr	t-value	Result
Fashion condition
Self-presence → SE	0.68***	0.07	10.75	H1: confirmed
SEP → brand cognitive processing	0.27***	0.07	3.54	H2: confirmed
SEP → brand attitude	0.25**	0.09	2.76	H3: confirmed
Indirect effect: SEP→SE→ BCP	0.40***	0.06	6.44
Indirect effect: SEP→SE→BA	0.24***	0.07	3.62
Total effect: SEP→BCP	0.67***	0.06	10.27
Total effect: SEP→BA	0.49***	0.07	7.69
SE → BCP	0.60***	0.07	7.44	H4: confirmed
Indirect effect: SE → BCP→ BA	0.20**	0.07	2.69	H5: confirmed
Total effect: SE → BA	0.22**	0.08	2.41
Direct effect: SE → BA	0.01^n.s.	0.11	0.10
BCP → BA	0.34**	0.13	2.88
Beauty condition
SEP → SE	0.68***	0.06	10.96	H1: confirmed
SEP → BCP	0.30***	0.06	4.13	H2: confirmed
SEP → BA	0.21**	0.10	2.49	H3: confirmed
Indirect effect: SEP→SE→BCP	0.39***	0.06	6.20
Indirect effect: SEP→SE→BA	0.35***	0.07	5.85
Total effect: SEP→BCP	0.68***	0.06	10.21
Total effect: SEP→ BA	0.55***	0.06	9.35
SE → BCP	0.57***	0.07	7.37	H4: confirmed
Indirect effect: SE → BCP→ BA	0.18***	0.07	2.98	H5: confirmed
Total effect: SE → BA	0.37***	0.09	5.14
Direct effect: SE → BA	0.19^n.s.	0.13	1.60
BCP → BA	0.32**	0.15	2.79
Covariates
Fashion condition
Age → SE	0.01^n.s.	0.06	0.18
Edu → SE	−0.05^n.s.	0.08	−1.24
Int → SE	0.06^n.s.	0.14	1.10
Age → BCP	0.03^n.s.	0.04	0.55
Edu → BCP	0.06^n.s.	0.06	1.10
Int → BCP	0.01^n.s.	0.11	1.10
Age → BA	−0.08^n.s.	0.06	−1.39
Edu → BA	−0.04^n.s.	0.08	−0.50
Int → BA	0.12**	0.15	2.18
Beauty condition
Age → SE	−0.10*	0.05	−1.81
Edu → SE	0.01^n.s.	0.06	0.25
Int → SE	0.04^n.s.	0.14	0.71
Age → BCP	−0.04^n.s.	0.05	−0.96
Edu → BCP	−0.04^n.s.	0.07	1.10
Int → BCP	0.10^n.s.	0.11	0.15
Age → BA	0.04^n.s.	0.06	−1.39
Edu → BA	−0.02^n.s.	0.08	−0.50
Int → BA	0.13**	0.15	2.18

Hypothesized relationships	Effects^a	Stderr	t-value	Result
Fashion condition
Self-presence → SE	0.68***	0.07	10.75	H1: confirmed
SEP → brand cognitive processing	0.27***	0.07	3.54	H2: confirmed
SEP → brand attitude	0.25**	0.09	2.76	H3: confirmed
Indirect effect: SEP→SE→ BCP	0.40***	0.06	6.44
Indirect effect: SEP→SE→BA	0.24***	0.07	3.62
Total effect: SEP→BCP	0.67***	0.06	10.27
Total effect: SEP→BA	0.49***	0.07	7.69
SE → BCP	0.60***	0.07	7.44	H4: confirmed
Indirect effect: SE → BCP→ BA	0.20**	0.07	2.69	H5: confirmed
Total effect: SE → BA	0.22**	0.08	2.41
Direct effect: SE → BA	0.01^n.s.	0.11	0.10
BCP → BA	0.34**	0.13	2.88
Beauty condition
SEP → SE	0.68***	0.06	10.96	H1: confirmed
SEP → BCP	0.30***	0.06	4.13	H2: confirmed
SEP → BA	0.21**	0.10	2.49	H3: confirmed
Indirect effect: SEP→SE→BCP	0.39***	0.06	6.20
Indirect effect: SEP→SE→BA	0.35***	0.07	5.85
Total effect: SEP→BCP	0.68***	0.06	10.21
Total effect: SEP→ BA	0.55***	0.06	9.35
SE → BCP	0.57***	0.07	7.37	H4: confirmed
Indirect effect: SE → BCP→ BA	0.18***	0.07	2.98	H5: confirmed
Total effect: SE → BA	0.37***	0.09	5.14
Direct effect: SE → BA	0.19^n.s.	0.13	1.60
BCP → BA	0.32**	0.15	2.79
Covariates
Fashion condition
Age → SE	0.01^n.s.	0.06	0.18
Edu → SE	−0.05^n.s.	0.08	−1.24
Int → SE	0.06^n.s.	0.14	1.10
Age → BCP	0.03^n.s.	0.04	0.55
Edu → BCP	0.06^n.s.	0.06	1.10
Int → BCP	0.01^n.s.	0.11	1.10
Age → BA	−0.08^n.s.	0.06	−1.39
Edu → BA	−0.04^n.s.	0.08	−0.50
Int → BA	0.12**	0.15	2.18
Beauty condition
Age → SE	−0.10*	0.05	−1.81
Edu → SE	0.01^n.s.	0.06	0.25
Int → SE	0.04^n.s.	0.14	0.71
Age → BCP	−0.04^n.s.	0.05	−0.96
Edu → BCP	−0.04^n.s.	0.07	1.10
Int → BCP	0.10^n.s.	0.11	0.15
Age → BA	0.04^n.s.	0.06	−1.39
Edu → BA	−0.02^n.s.	0.08	−0.50
Int → BA	0.13**	0.15	2.18

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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