Table IV

Hypotheses testing

HypothesesGroupStandardized estimatesSupported/Not supported
H1HBC→NHBCOverall0.552*Supported
H1a Gen Z0.443Not supported
H1b Gen Y (Younger)0.594*Supported
H1c Gen Y (Older)0.444**Supported
H2HBC→HBEOverall0.642*Supported
H2a Gen Z0.548Not supported
H2b Gen Y (Younger)0.706*Supported
H2c Gen Y (Older)0.526**Supported
H3NHBC→NHBEOverall0.568*Supported
H3a Gen Z0.710*Supported
H3b Gen Y (Younger)0.534*Supported
H3c Gen Y (Older)0.534*Supported
H4HBE→NHBEOverall0.323*Supported
H4a Gen Z0.287Not supported
H4b Gen Y (Younger)0.339*Supported
H4c Gen Y (Older)0.307**Supported

Notes: HBC, Human brand credibility; NHBC, nonhuman brand credibility; HBE, human brand equity; NHBE, nonhuman brand equity. *p<0.001; **p<0.01

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