Table II. Existing model of Brand equity...

Table II.

Existing model of Brand equity analysis

SN	Path	β-COS	S.E.	C.R.	p-value	Significant
1	BP ← BA	0.711	0.057	11.805	***	Significant
2	BI ← BP	0.584	0.079	9.927	***	Significant
3	BJ ← BI	0.843	0.058	12.763	***	Significant
4	BF ← BJ	0.825	0.064	13.909	***	Significant
5	BL ← BA	0.068	0.080	2.124	0.026*	Significant
6	BL ← BP	0.124	0.100	2.730	0.044*	Significant
7	BL ← BI	−0.125	0.099	−1.303	0.192	Not-Significant
8	BL ← BF	0.179	0.090	2.160	0.031*	Significant
9	BL ← BJ	0.583	0.149	4.571	***	Significant
10	BAT ← BI	0.057	0.089	2.133	0.046*	Significant
11	BAT ← BA	−0.058	0.070	−1.209	0.227	Not-Significant
12	BAT ← BP	0.001	0.087	0.019	0.985	Not-Significant
13	BAT ← BF	0.134	0.077	2.071	0.038*	Significant
14	BAT ← BJ	0.328	0.143	2.977	0.003**	Significant
15	BAT ← BL	0.441	0.056	8.658	***	Significant
16	BC ← BA	−0.113	0.078	−2.334	0.020*	Significant
17	BC ← BP	−0.110	0.099	−2.205	0.037*	Significant
18	BC ← BI	0.659	0.116	7.224	***	Significant
19	BC ← BF	0.124	0.087	2.883	0.040*	Significant
20	BC ←BJ	−0.366	0.164	−3.196	0.001**	Significant
21	BC ← BAT	0.625	0.064	10.754	***	Significant
22	BE ← BA	0.026	0.066	2.545	0.041*	Significant
23	BE ← BP	0.050	0.081	2.893	0.037*	Significant
24	BE ← BI	−0.474	0.109	−4.726	***	Significant
25	BE ← BF	−0.085	0.078	−1.229	0.219	Not-Significant
26	BE ← BJ	0.763	0.138	6.809	***	Significant
27	BE ← BC	0.691	0.056	10.665	***	Significant

SN	Path	β-COS	S.E.	C.R.	p-value	Significant
1	BP ← BA	0.711	0.057	11.805	***	Significant
2	BI ← BP	0.584	0.079	9.927	***	Significant
3	BJ ← BI	0.843	0.058	12.763	***	Significant
4	BF ← BJ	0.825	0.064	13.909	***	Significant
5	BL ← BA	0.068	0.080	2.124	0.026*	Significant
6	BL ← BP	0.124	0.100	2.730	0.044*	Significant
7	BL ← BI	−0.125	0.099	−1.303	0.192	Not-Significant
8	BL ← BF	0.179	0.090	2.160	0.031*	Significant
9	BL ← BJ	0.583	0.149	4.571	***	Significant
10	BAT ← BI	0.057	0.089	2.133	0.046*	Significant
11	BAT ← BA	−0.058	0.070	−1.209	0.227	Not-Significant
12	BAT ← BP	0.001	0.087	0.019	0.985	Not-Significant
13	BAT ← BF	0.134	0.077	2.071	0.038*	Significant
14	BAT ← BJ	0.328	0.143	2.977	0.003**	Significant
15	BAT ← BL	0.441	0.056	8.658	***	Significant
16	BC ← BA	−0.113	0.078	−2.334	0.020*	Significant
17	BC ← BP	−0.110	0.099	−2.205	0.037*	Significant
18	BC ← BI	0.659	0.116	7.224	***	Significant
19	BC ← BF	0.124	0.087	2.883	0.040*	Significant
20	BC ←BJ	−0.366	0.164	−3.196	0.001**	Significant
21	BC ← BAT	0.625	0.064	10.754	***	Significant
22	BE ← BA	0.026	0.066	2.545	0.041*	Significant
23	BE ← BP	0.050	0.081	2.893	0.037*	Significant
24	BE ← BI	−0.474	0.109	−4.726	***	Significant
25	BE ← BF	−0.085	0.078	−1.229	0.219	Not-Significant
26	BE ← BJ	0.763	0.138	6.809	***	Significant
27	BE ← BC	0.691	0.056	10.665	***	Significant

Notes:

Method = Maximum Likelihood Estimates, ***p < 0.001, **p < 0.01, *p < 0.05, NS = Not significant (p > 0.05) Chi-square = 1572.455, Degrees of freedom = 497, Probability level = 0.000

List of abbreviations: BA - Brand Awareness; BP - Brand Performance; BI - Brand Image BJ - Brand Judgment; BF - Brand Feelings; BL - Brand Loyalty; BAT - Brand Attachment; BC - Brand Community; BE - Brand Engagement; BS - Brand Satisfaction; BT - Brand Trust

Source: Author's own calculations

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