Mediation analysis
| Relationship | Direct effects | Total effects | Indirect effects | |
|---|---|---|---|---|
| H9a | Value congruity → consumer–brand identification → customer–brand engagement | 0.353*** | 0.731*** | 0.378 |
| H9b | Value congruity → consumer–brand identification → affective brand commitment | 0.288*** | 0.719*** | 0.431 |
| H9c | Value congruity → consumer–brand identification → brand loyalty | 0.000*** | 0.663*** | 0.663 |
| Relationship | Direct effects | Total effects | Indirect effects | |
|---|---|---|---|---|
| H9a | Value congruity → consumer–brand identification → customer–brand engagement | 0.353 | 0.731 | 0.378 |
| H9b | Value congruity → consumer–brand identification → affective brand commitment | 0.288 | 0.719 | 0.431 |
| H9c | Value congruity → consumer–brand identification → brand loyalty | 0.000 | 0.663 | 0.663 |
Notes:
* = 0.01;
= 0.05;
0.001
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