Summary of hypotheses and results
| Hypotheses | Direction of H | Result | Significance | Support for H |
|---|---|---|---|---|
| H1: CSR on esteemed brand quality | + | + | No | No |
| H2: CSR on brand differentiation | + | + | Yes | Yes |
| H3: CSR on brand value | + | + | At p < 0.1 | Partial |
| H4: CSR on esteemed brand quality in recession | + | + | No | No |
| H5: CSR on brand differentiation in recession | + | + | Yes | Yes |
| H6: CSR on brand value in recession | + | + | Yes | Yes |
| Hypotheses | Direction of | Result | Significance | Support for |
|---|---|---|---|---|
| + | + | No | No | |
| + | + | Yes | Yes | |
| + | + | At | Partial | |
| + | + | No | No | |
| + | + | Yes | Yes | |
| + | + | Yes | Yes |
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