Mediation analysis
| Hypothesised relationship | Total effect | Direct effect (Path coefficient) | Indirect effect | Type of mediation | ||
|---|---|---|---|---|---|---|
| Estimate β (Total indirect effect) | Estimate β (Specific indirect effect) | Two tailed bias-corrected bootstrap confidence interval (BBCI) | ||||
| H7: Brand experience → Brand love → Brand loyalty | 0.621 | 0.494 | 0.126 | 0.126 | 0.215 | Partial mediation |
| H8: Brand experience → Brand love → Willingness to pay a premium price | 0.346 | −0.199 | 0.545 | 0.225 | 0.655 | Partial mediation |
| Hypothesised relationship | Total | Direct | Indirect effect | Type of mediation | ||
|---|---|---|---|---|---|---|
| Estimate | Estimate | Two tailed bias-corrected bootstrap confidence interval (BBCI) | ||||
| H7: Brand experience → Brand love → Brand loyalty | 0.621 | 0.494 | 0.126 | 0.126 | 0.215 | Partial mediation |
| H8: Brand experience → Brand love → Willingness to pay a premium price | 0.346 | −0.199 | 0.545 | 0.225 | 0.655 | Partial mediation |
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