Testing the moderation effect of brand trust and desire of exclusivity
| Model 1 (Brand hypocrisy) | Model 2 (Brand distance) | Model 3 (Brand distance) | ||||
|---|---|---|---|---|---|---|
| Predictor | β (95%CI) | t | β (95%CI) | t | β (95%CI) | t |
| Scepticism toward CSR | 0.248 (0.089, 0.406) | 3.093*** | 0.078 (−0.141, 0.297) | 0.702 | 0.015 (−0.159, 0.189) | 0.170 |
| Brand hypocrisy (BH) | 0.853 (0.587, 1.119) | 6.345*** | 0.537 (0.230, 0.844) | 3.466*** | ||
| Desire for exclusivity (DFE) | −0.517 (−0.820, 0.214) | −3.372*** | ||||
| BH X DFE | −0.357 (−0.404, 0.310) | −14.057*** | ||||
| Brand trust (BT) | −0.659 (−1.051, 0.268) | −3.334*** | ||||
| BH X BT | −0.216 (−0.422, 0.010) | −2.080*** | ||||
| R2 | 0.078 | 0.086 | 0.518 | |||
| F | 11.985*** | 9.569*** | 38.036*** | |||
| Model 1 (Brand hypocrisy) | Model 2 (Brand distance) | Model 3 (Brand distance) | ||||
|---|---|---|---|---|---|---|
| Predictor | ||||||
| Scepticism toward CSR | 0.248 (0.089, 0.406) | 3.093*** | 0.078 (−0.141, 0.297) | 0.702 | 0.015 (−0.159, 0.189) | 0.170 |
| Brand hypocrisy (BH) | 0.853 (0.587, 1.119) | 6.345*** | 0.537 (0.230, 0.844) | 3.466*** | ||
| Desire for exclusivity (DFE) | −0.517 (−0.820, 0.214) | −3.372*** | ||||
| BH X DFE | −0.357 (−0.404, 0.310) | −14.057*** | ||||
| Brand trust (BT) | −0.659 (−1.051, 0.268) | −3.334*** | ||||
| BH X BT | −0.216 (−0.422, 0.010) | −2.080*** | ||||
| 0.078 | 0.086 | 0.518 | ||||
| 11.985*** | 9.569*** | 38.036*** | ||||
Note:
***p < 0.001
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