Table 3

Standardised regression weight and p-value

HypothesisEffectp-valueDecision
PCC → PIDirect effect0.002**Supported
PCC → BRT0.000**Supported
BRT → PIIndirect effect0.000**Supported
PCC → CBIDirect effect0.005**Supported
PCC → PT0.002**Supported
CBI → PIIndirect effect0.000**Supported

Note(s): PCC = perceived corporate citizenship; PI = purchase intention; BRT = brand trust; CBI = consumer-brand identification

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