Direct effect analysis using PLS-SEM
| Estimate | Prob | Decision | |
|---|---|---|---|
| Self-connection → brand attitude | 0.423 | 0.000 | Accepted |
| Brand prominence → brand attitude | 0.145 | 0.002 | Accepted |
| Brand loyalty → brand attitude | 0.267 | 0.000 | Accepted |
| Brand awareness → brand attitude | 0.202 | 0.000 | Accepted |
| Perceived quality → brand attitude | 0.323 | 0.000 | Accepted |
| Brand image → brand attitude | 0.165 | 0.000 | Accepted |
| Actual self-congruity → brand attitude | 0.196 | 0.000 | Accepted |
| Ideal self-congruity → brand attitude | 0.189 | 0.005 | Accepted |
| Social self-congruity → brand attitude | 0.004 | 0.931 | Rejected |
| Ideal social self-congruity → brand attitude | 0.354 | 0.000 | Accepted |
| Brand attitude → revisit intention | 0.812 | 0.000 | Accepted |
| Brand attitude → WOM | 0.565 | 0.000 | Accepted |
| Estimate | Prob | Decision | |
|---|---|---|---|
| Self-connection → brand attitude | 0.423 | 0.000 | Accepted |
| Brand prominence → brand attitude | 0.145 | 0.002 | Accepted |
| Brand loyalty → brand attitude | 0.267 | 0.000 | Accepted |
| Brand awareness → brand attitude | 0.202 | 0.000 | Accepted |
| Perceived quality → brand attitude | 0.323 | 0.000 | Accepted |
| Brand image → brand attitude | 0.165 | 0.000 | Accepted |
| Actual self-congruity → brand attitude | 0.196 | 0.000 | Accepted |
| Ideal self-congruity → brand attitude | 0.189 | 0.005 | Accepted |
| Social self-congruity → brand attitude | 0.004 | 0.931 | Rejected |
| Ideal social self-congruity → brand attitude | 0.354 | 0.000 | Accepted |
| Brand attitude → revisit intention | 0.812 | 0.000 | Accepted |
| Brand attitude → WOM | 0.565 | 0.000 | Accepted |
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