Table 3. Study 2 – path coefficients... | Emerald Publishing

Table 3.

Study 2 – path coefficients

Relationships	High involvement					Low involvement					General model
Relationships	t-stat	β	VIF	R²	f²	t-stat	β	VIF	R²	f²	t-stat	β	VIF	R²	f²
SEI → PS (H1)	0.56	0.07	1	0.08	0.09	2.41***	0.18	1	0.21	0.22	1.96*	0.16	1	0.14	0.18
PS → Aad (H2)	9.80***	0.68	1	0.20	0.51	3.87***	0.44	1	0.47	0.35	4.11***	0.68	1	0.26	0.30
Aad → Brand love (H3b)	9.50***	0.59	1	0.45	0.64	2.40***	0.25	1	0.22	0.29	3.71***	0.59	1	0.41	0.45
Brand love → WOM (H4a)	22.38***	0.84	1	0.55	0.67	10.08***	0.73	1	0.50	1.02	14.11***	0.84	1	0.53	0.95
Brand love → Brand loyalty (H4b)	17.10***	0.64	1	0.49	0.81	13.22***	0.80	1	0.52	1.12	15.10***	0.64	1	0.50	0.73
Brand love → PI (H4c)	14.15***	0.70	1	0.51	0.78	12.08***	0.65	1	0.46	0.87	10.14***	0.70	1	0.49	0.80

Relationships	High involvement					Low involvement					General model
Relationships	t-stat	β	VIF	R²	f²	t-stat	β	VIF	R²	f²	t-stat	β	VIF	R²	f²
SEI → PS (H1)	0.56	0.07	1	0.08	0.09	2.41***	0.18	1	0.21	0.22	1.96*	0.16	1	0.14	0.18
PS → Aad (H2)	9.80***	0.68	1	0.20	0.51	3.87***	0.44	1	0.47	0.35	4.11***	0.68	1	0.26	0.30
Aad → Brand love (H3b)	9.50***	0.59	1	0.45	0.64	2.40***	0.25	1	0.22	0.29	3.71***	0.59	1	0.41	0.45
Brand love → WOM (H4a)	22.38***	0.84	1	0.55	0.67	10.08***	0.73	1	0.50	1.02	14.11***	0.84	1	0.53	0.95
Brand love → Brand loyalty (H4b)	17.10***	0.64	1	0.49	0.81	13.22***	0.80	1	0.52	1.12	15.10***	0.64	1	0.50	0.73
Brand love → PI (H4c)	14.15***	0.70	1	0.51	0.78	12.08***	0.65	1	0.46	0.87	10.14***	0.70	1	0.49	0.80

Notes:

***p < 0.001,

**p < 0.01;

*p < 0.05 Note: SEI: Strength of ethnic identification; PS: Perceived similarity; Aad: Attitude toward the ad; PI: Purchase intention; WOM: Word-of-mouth