Table III. Mediation model of brand...

Table III.

Mediation model of brand equity (direct effect)

SN	Path	β-COS	S.E.	C.R.	p-value	Significant
1	BP ← BA	0.711	0.057	11.812	0.000***	Significant
2	BI ← BP	0.580	0.079	9.902	0.000***	Significant
3	BJ ← BI	0.834	0.058	12.689	0.000***	Significant
4	BF ← BJ	0.823	0.065	13.829	0.000***	Significant
5	BS ← BA	0.101	0.066	2.876	0.041*	Significant
6	BS ← BP	0.534	0.091	7.530	0.000***	Significant
7	BS ← BI	0.475	0.092	−4.925	0.000***	Significant
8	BS ← BF	0.340	0.075	4.552	0.000***	Significant
9	BS ← BJ	0.468	0.133	3.808	0.000***	Significant
10	BT ← BA	0.089	0.052	1.965	0.049*	Significant
11	BT ← BP	0.267	0.089	−3.649	0.000***	Significant
12	BT ← BI	0.134	0.080	2.493	0.036*	Significant
13	BT ← BF	0.015	0.061	−0.229	0.819	Not-Significant
14	BT ← BJ	0.269	0.113	2.427	0.015*	Significant
15	BT ← BS	0.785	0.070	10.609	0.000***	Significant
16	BL ← BA	0.022	0.079	2.371	0.041*	Significant
17	BL ← BP	0.139	0.149	2.297	0.019*	Significant
18	BL ← BI	0.150	0.115	2.342	0.018*	Significant
19	BL ← BF	0.030	0.088	2.105	0.44*	Significant
20	BL ← BJ	0.310	0.158	2.301	0.021*	Significant
21	BL ← BS	0.514	0.178	3.143	0.002**	Significant
22	BL ← BT	0.037	0.176	−0.1985	0.047*	Significant
23	BAT ← BI	0.081	0.105	2.873	0.038*	Significant
24	BAT ← BA	−0.090	0.071	−1.859	0.063*	Significant
25	BAT ← BP	0.012	0.134	1.992	0.048*	Significant
26	BAT ← BF	0.100	0.079	2.522	0.028*	Significant
27	BAT ← BJ	0.194	0.149	2.693	0.040*	Significant
28	BAT ← BS	0.127	0.165	2.127	0.035*	Significant
29	BAT ← BT	0.321	0.158	2.600	0.009**	Significant
30	BAT ← BL	0.415	0.059	7.738	0.000***	Significant
31	BC ← BA	−0.127	0.082	−2.515	0.012*	Significant
32	BC ← BP	0.040	0.153	2.105	0.041*	Significant
33	BC ← BI	0.594	0.136	5.517	0.000***	Significant
34	BC ← BF	0.138	0.092	2.005	0.045*	Significant
35	BC ← BJ	0.350	0.182	−2.768	0.006**	Significant
36	BC ← BS	−0.153	0.184	−1.106	0.269	Not-Significant
37	BC ← BT	0.146	0.189	2.095	0.027*	Significant
38	BC ← BAT	0.609	0.067	10.126	***	Significant
39	BE ← BA	0.031	0.071	2.017	0.038*	Significant
40	BE← BP	0.052	0.130	1.998	0.046*	Significant
41	BE ← BI	0.341	0.128	−2.890	0.004**	Significant
42	BE ← BF	0.107	0.082	2.493	0.035*	Significant
43	BE ← BJ	0.683	0.166	5.083	0.000***	Significant
44	BE ← BS	0.211	0.160	2.510	0.031*	Significant
45	BE ← BT	0.135	0.168	−0.973	0.331	Not-Significant
46	BE ← BC	0.683	0.057	10.284	0.000***	Significant

SN	Path	β-COS	S.E.	C.R.	p-value	Significant
1	BP ← BA	0.711	0.057	11.812	0.000***	Significant
2	BI ← BP	0.580	0.079	9.902	0.000***	Significant
3	BJ ← BI	0.834	0.058	12.689	0.000***	Significant
4	BF ← BJ	0.823	0.065	13.829	0.000***	Significant
5	BS ← BA	0.101	0.066	2.876	0.041*	Significant
6	BS ← BP	0.534	0.091	7.530	0.000***	Significant
7	BS ← BI	0.475	0.092	−4.925	0.000***	Significant
8	BS ← BF	0.340	0.075	4.552	0.000***	Significant
9	BS ← BJ	0.468	0.133	3.808	0.000***	Significant
10	BT ← BA	0.089	0.052	1.965	0.049*	Significant
11	BT ← BP	0.267	0.089	−3.649	0.000***	Significant
12	BT ← BI	0.134	0.080	2.493	0.036*	Significant
13	BT ← BF	0.015	0.061	−0.229	0.819	Not-Significant
14	BT ← BJ	0.269	0.113	2.427	0.015*	Significant
15	BT ← BS	0.785	0.070	10.609	0.000***	Significant
16	BL ← BA	0.022	0.079	2.371	0.041*	Significant
17	BL ← BP	0.139	0.149	2.297	0.019*	Significant
18	BL ← BI	0.150	0.115	2.342	0.018*	Significant
19	BL ← BF	0.030	0.088	2.105	0.44*	Significant
20	BL ← BJ	0.310	0.158	2.301	0.021*	Significant
21	BL ← BS	0.514	0.178	3.143	0.002**	Significant
22	BL ← BT	0.037	0.176	−0.1985	0.047*	Significant
23	BAT ← BI	0.081	0.105	2.873	0.038*	Significant
24	BAT ← BA	−0.090	0.071	−1.859	0.063*	Significant
25	BAT ← BP	0.012	0.134	1.992	0.048*	Significant
26	BAT ← BF	0.100	0.079	2.522	0.028*	Significant
27	BAT ← BJ	0.194	0.149	2.693	0.040*	Significant
28	BAT ← BS	0.127	0.165	2.127	0.035*	Significant
29	BAT ← BT	0.321	0.158	2.600	0.009**	Significant
30	BAT ← BL	0.415	0.059	7.738	0.000***	Significant
31	BC ← BA	−0.127	0.082	−2.515	0.012*	Significant
32	BC ← BP	0.040	0.153	2.105	0.041*	Significant
33	BC ← BI	0.594	0.136	5.517	0.000***	Significant
34	BC ← BF	0.138	0.092	2.005	0.045*	Significant
35	BC ← BJ	0.350	0.182	−2.768	0.006**	Significant
36	BC ← BS	−0.153	0.184	−1.106	0.269	Not-Significant
37	BC ← BT	0.146	0.189	2.095	0.027*	Significant
38	BC ← BAT	0.609	0.067	10.126	***	Significant
39	BE ← BA	0.031	0.071	2.017	0.038*	Significant
40	BE← BP	0.052	0.130	1.998	0.046*	Significant
41	BE ← BI	0.341	0.128	−2.890	0.004**	Significant
42	BE ← BF	0.107	0.082	2.493	0.035*	Significant
43	BE ← BJ	0.683	0.166	5.083	0.000***	Significant
44	BE ← BS	0.211	0.160	2.510	0.031*	Significant
45	BE ← BT	0.135	0.168	−0.973	0.331	Not-Significant
46	BE ← BC	0.683	0.057	10.284	0.000***	Significant

Notes:

Method = Maximum Likelihood Estimates ***p <0.001, **p <0.01, *p< 0.05, NS = Not significant (p>0.05) Chi-square = 2369.634 Degrees of freedom = 770 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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