Table IV. SEM results Hypotheses... | Emerald Publishing

Table IV.

SEM results

Hypotheses	Structural relationships	β	R²	T value	Result
H1	Value congruity → consumer–brand identification	0.67***	0.45	13.67	Sig
H2	Value congruity → customer–brand engagement	0.35***	0.71	7.47	Sig
H3	Value congruity → affective brand commitment	0.29***	0.75	6.28	Sig
H4	Consumer–brand identification → customer–brand engagement	0.57***	0.71	10.89	Sig
H5	Consumer–brand identification → brand loyalty	0.27***	0.78	3.92	Sig
H6	Consumer–brand identification → affective brand commitment	0.65***	0.75	12.49	Sig
H7	Affective brand commitment → brand loyalty	0.21*	0.78	2.69	Sig
H8	Customer–brand engagement → brand loyalty	0.45***	0.78	6.47	Sig

Hypotheses	Structural relationships	β	R²	T value	Result
H1	Value congruity → consumer–brand identification	0.67***	0.45	13.67	Sig
H2	Value congruity → customer–brand engagement	0.35***	0.71	7.47	Sig
H3	Value congruity → affective brand commitment	0.29***	0.75	6.28	Sig
H4	Consumer–brand identification → customer–brand engagement	0.57***	0.71	10.89	Sig
H5	Consumer–brand identification → brand loyalty	0.27***	0.78	3.92	Sig
H6	Consumer–brand identification → affective brand commitment	0.65***	0.75	12.49	Sig
H7	Affective brand commitment → brand loyalty	0.21*	0.78	2.69	Sig
H8	Customer–brand engagement → brand loyalty	0.45***	0.78	6.47	Sig

Notes:

* = 0.01;

**

= 0.05

***

0.001