Table 5. Mediator effect of brand... | Emerald Publishing

Table 5.

Mediator effect of brand attitude (test of H4)

Relationship	Original sample (O)	SD	T-statistics (\|O/STDEV\|)	p-values
PCSR → INT (Step-I) (total effect)	0.612	0.039	15.942	0.000*
PCSR → BA (Step-II)	0.786	0.024	32.59	0.000*
BA → INT (Step-III)	0.668	0.034	19.468	0.000*
(Step-IV)
BA → INT	0.481	0.069	6.905	0.000*
PCSR → BA	0.787	0.023	34.073	0.000*
PCSR → INT (Direct effect)	0.234	0.073	3.255	0.001*
Indirect effect of BA = BA → INT × PCSR → BA = 0.481 × 0.787 = 0.378

Relationship	Original sample (O)	SD	T-statistics (\|O/STDEV\|)	p-values
PCSR → INT (Step-I) (total effect)	0.612	0.039	15.942	0.000*
PCSR → BA (Step-II)	0.786	0.024	32.59	0.000*
BA → INT (Step-III)	0.668	0.034	19.468	0.000*
(Step-IV)
BA → INT	0.481	0.069	6.905	0.000*
PCSR → BA	0.787	0.023	34.073	0.000*
PCSR → INT (Direct effect)	0.234	0.073	3.255	0.001*
Indirect effect of BA = BA → INT × PCSR → BA = 0.481 × 0.787 = 0.378

Notes:

PCSR = perceived corporate social responsibility; BA = brand attitude; PI = purchase intention, *p < 0.05