Table IV. Mediation path analysis of...

Table IV.

Mediation path analysis of brand trust and satisfaction

		Direct effect		With mediator		Indirect effect
SN	Path	β- COS	p-value	β- COS	p-value	β- COS	p-value	Conclusion
1	BA-BT-BL	0.068	0.026*	0.035	0.579	0.316	0.044*	Full Mediation
2	BA-BT-BAT	−0.058	0.227	−0.096	0.034*	0.368	0.133	Full Mediation
3	BA-BT-BC	−0.113	0.020*	−0.126	0.019*	0.290	0.005**	Full Mediation
4	BA-BT-BE	0.026	0.041*	0.031	0.562	0.186	0.015*	Partial Mediation
5	BP-BT-BL	0.124	0.044*	−0.078	0.299	0.313	0.030*	Full Mediation
6	BP-BT-BAT	0.001	0.985	−0.012	0.839	0.304	0.027*	Full Mediation
7	BP-BT-BC	−0.110	0.037*	−0.012	0.885	0.392	0.013*	Partial Mediation
8	BP-BT-BE	0.050	0.037*	−0.071	0.252	0.364	0.039*	Full Mediation
9	BI-BT-BL	−0.125	0.192	0.111	0.193	0.412	0.014*	Full Mediation
10	BI-BT-BAT	0.057	0.046*	0.116	0.097	0.557	0.006**	Full Mediation
11	BI-BT-BC	0.659	0.000***	0.530	0.000***	0.297	0.248	Partial Mediation
12	BI-BT-BE	−0.474	0.000***	−0.292	0.002**	0.980	0.024*	Partial Mediation
13	BJ-BT-BL	0.583	0.000***	0.373	0.007**	0.191	0.404	Partial Mediation
14	BJ-BT-BAT	0.328	0.003**	0.216	0.066*	0.443	0.144	Partial Mediation
15	BJ-BT-BC	−0.366	0.001**	−0.351	0.006**	0.596	0.049*	Partial Mediation
16	BJ-BT-BE	0.763	0.000***	0.727	0.000***	0.004	0.826	Partial Mediation
17	BF-BT-BL	0.179	0.031*	0.238	0.019*	−0.001	0.813	Partial Mediation
18	BF-BT-BAT	0.134	0.038*	0.165	0.016*	0.024	0.849	Partial Mediation
19	BF-BT-BC	0.124	0.040*	0.181	0.015*	0.058	0.431	Full Mediation
20	BF-BT-BE	−0.085	0.219	−0.186	0.021*	0.169	0.178	Full Mediation
21	BA-BS-BL	0.068	0.026*	0.005	0.937	0.355	0.012*	Full Mediation
22	BA-BS-BAT	−0.058	0.227	−0.082	0.077	0.352	0.017*	Full Mediation
23	BA-BS-BC	−0.113	0.020*	−0.118	0.014*	0.273	0.009**	Full Mediation
24	BA-BS-BE	0.026	0.041*	0.016	0.732	0.199	0.033*	Full Mediation
25	BP-BS-BL	0.124	0.044*	−0.081	0.332	0.502	0.010*	Full Mediation
26	BP-BS-BAT	0.001	0.985	−0.007	0.913	0.464	0.006**	Full Mediation
27	BP-BS-BC	−0.110	0.037*	−0.077	0.290	0.514	0.008**	Full Mediation
28	BP-BS-BE	0.050	0.037*	0.006	0.928	0.409	0.006**	Full Mediation
29	BI-BS-BL	−0.125	0.192	0.127	0.245	0.366	0.049*	Full Mediation
30	BI-BS-BAT	0.057	0.046*	0.085	0.355	0.564	0.004**	Full Mediation
31	BI-BS-BC	0.659	0.000***	0.639	0.000***	0.197	0.620	Partial Mediation
32	BI-BS-BE	−0.474	0.000***	−0.413	0.001**	0.890	0.006**	Full Mediation
33	BJ-BS-BL	0.583	0.000***	0.272	0.055	0.461	0.011*	Full Mediation
34	BJ-BS-BAT	0.328	0.003**	0.234	0.063	0.507	0.018*	Full Mediation
35	BJ-BS-BC	−0.366	0.001**	−0.476	0.001**	0.601	0.005**	Full Mediation
36	BJ-BS-BE	0.763	0.000***	0.781	0.000***	0.025	0.900	Full Mediation
37	BF-BS-BL	0.179	0.031*	0.034	0.672	0.163	0.006**	Partial Mediation
38	BF-BS-BAT	0.134	0.038*	0.199	0.012*	0.132	0.013*	Full Mediation
39	BF-BS-BC	0.124	0.040*	0.136	0.046*	0.123	0.140	Full Mediation
40	BF-BS-BE	−0.085	0.219	−0.103	0.140	0.212	0.049*	Full Mediation

		Direct effect		With mediator		Indirect effect
SN	Path	β- COS	p-value	β- COS	p-value	β- COS	p-value	Conclusion
1	BA-BT-BL	0.068	0.026*	0.035	0.579	0.316	0.044*	Full Mediation
2	BA-BT-BAT	−0.058	0.227	−0.096	0.034*	0.368	0.133	Full Mediation
3	BA-BT-BC	−0.113	0.020*	−0.126	0.019*	0.290	0.005**	Full Mediation
4	BA-BT-BE	0.026	0.041*	0.031	0.562	0.186	0.015*	Partial Mediation
5	BP-BT-BL	0.124	0.044*	−0.078	0.299	0.313	0.030*	Full Mediation
6	BP-BT-BAT	0.001	0.985	−0.012	0.839	0.304	0.027*	Full Mediation
7	BP-BT-BC	−0.110	0.037*	−0.012	0.885	0.392	0.013*	Partial Mediation
8	BP-BT-BE	0.050	0.037*	−0.071	0.252	0.364	0.039*	Full Mediation
9	BI-BT-BL	−0.125	0.192	0.111	0.193	0.412	0.014*	Full Mediation
10	BI-BT-BAT	0.057	0.046*	0.116	0.097	0.557	0.006**	Full Mediation
11	BI-BT-BC	0.659	0.000***	0.530	0.000***	0.297	0.248	Partial Mediation
12	BI-BT-BE	−0.474	0.000***	−0.292	0.002**	0.980	0.024*	Partial Mediation
13	BJ-BT-BL	0.583	0.000***	0.373	0.007**	0.191	0.404	Partial Mediation
14	BJ-BT-BAT	0.328	0.003**	0.216	0.066*	0.443	0.144	Partial Mediation
15	BJ-BT-BC	−0.366	0.001**	−0.351	0.006**	0.596	0.049*	Partial Mediation
16	BJ-BT-BE	0.763	0.000***	0.727	0.000***	0.004	0.826	Partial Mediation
17	BF-BT-BL	0.179	0.031*	0.238	0.019*	−0.001	0.813	Partial Mediation
18	BF-BT-BAT	0.134	0.038*	0.165	0.016*	0.024	0.849	Partial Mediation
19	BF-BT-BC	0.124	0.040*	0.181	0.015*	0.058	0.431	Full Mediation
20	BF-BT-BE	−0.085	0.219	−0.186	0.021*	0.169	0.178	Full Mediation
21	BA-BS-BL	0.068	0.026*	0.005	0.937	0.355	0.012*	Full Mediation
22	BA-BS-BAT	−0.058	0.227	−0.082	0.077	0.352	0.017*	Full Mediation
23	BA-BS-BC	−0.113	0.020*	−0.118	0.014*	0.273	0.009**	Full Mediation
24	BA-BS-BE	0.026	0.041*	0.016	0.732	0.199	0.033*	Full Mediation
25	BP-BS-BL	0.124	0.044*	−0.081	0.332	0.502	0.010*	Full Mediation
26	BP-BS-BAT	0.001	0.985	−0.007	0.913	0.464	0.006**	Full Mediation
27	BP-BS-BC	−0.110	0.037*	−0.077	0.290	0.514	0.008**	Full Mediation
28	BP-BS-BE	0.050	0.037*	0.006	0.928	0.409	0.006**	Full Mediation
29	BI-BS-BL	−0.125	0.192	0.127	0.245	0.366	0.049*	Full Mediation
30	BI-BS-BAT	0.057	0.046*	0.085	0.355	0.564	0.004**	Full Mediation
31	BI-BS-BC	0.659	0.000***	0.639	0.000***	0.197	0.620	Partial Mediation
32	BI-BS-BE	−0.474	0.000***	−0.413	0.001**	0.890	0.006**	Full Mediation
33	BJ-BS-BL	0.583	0.000***	0.272	0.055	0.461	0.011*	Full Mediation
34	BJ-BS-BAT	0.328	0.003**	0.234	0.063	0.507	0.018*	Full Mediation
35	BJ-BS-BC	−0.366	0.001**	−0.476	0.001**	0.601	0.005**	Full Mediation
36	BJ-BS-BE	0.763	0.000***	0.781	0.000***	0.025	0.900	Full Mediation
37	BF-BS-BL	0.179	0.031*	0.034	0.672	0.163	0.006**	Partial Mediation
38	BF-BS-BAT	0.134	0.038*	0.199	0.012*	0.132	0.013*	Full Mediation
39	BF-BS-BC	0.124	0.040*	0.136	0.046*	0.123	0.140	Full Mediation
40	BF-BS-BE	−0.085	0.219	−0.103	0.140	0.212	0.049*	Full Mediation

Notes:

***p < 0.001, **p < 0.01, *p < 0.05, NS= Not significant (p > 0.05);

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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