Specific indirect effect analysis using PLS-SEM
| Mediator: Brand attitude | Estimate | Prob | Decision |
|---|---|---|---|
| Self-connection → WOM | 0.239 | 0.000 | Accepted |
| Brand prominence → WOM | 0.082 | 0.003 | Accepted |
| Brand loyalty → WOM | 0.151 | 0.000 | Accepted |
| Brand awareness → WOM | 0.114 | 0.000 | Accepted |
| Perceived quality → WOM | 0.182 | 0.000 | Accepted |
| Brand image → WOM | 0.093 | 0.000 | Accepted |
| Actual self-congruity → WOM | 0.111 | 0.000 | Accepted |
| Ideal self-congruity → WOM | 0.107 | 0.006 | Accepted |
| Social self-congruity → WOM | 0.002 | 0.931 | Rejected |
| Ideal-social self-congruity → WOM | 0.200 | 0.000 | Accepted |
| Self-connection → revisit intention | 0.344 | 0.000 | Accepted |
| Brand prominence → revisit intention | 0.118 | 0.002 | Accepted |
| Brand loyalty → revisit intention | 0.217 | 0.000 | Accepted |
| Brand awareness → revisit intention | 0.164 | 0.000 | Accepted |
| Perceived quality → revisit intention | 0.262 | 0.000 | Accepted |
| Brand image → revisit intention | 0.134 | 0.000 | Accepted |
| Actual self-congruity → revisit intention | 0.159 | 0.000 | Accepted |
| Ideal self-congruity → revisit intention | 0.154 | 0.005 | Accepted |
| social self-congruity → revisit intention | 0.003 | 0.931 | Rejected |
| Ideal social self-congruity → revisit intention | 0.288 | 0.000 | Accepted |
| Mediator: Brand attitude | Estimate | Prob | Decision |
|---|---|---|---|
| Self-connection → WOM | 0.239 | 0.000 | Accepted |
| Brand prominence → WOM | 0.082 | 0.003 | Accepted |
| Brand loyalty → WOM | 0.151 | 0.000 | Accepted |
| Brand awareness → WOM | 0.114 | 0.000 | Accepted |
| Perceived quality → WOM | 0.182 | 0.000 | Accepted |
| Brand image → WOM | 0.093 | 0.000 | Accepted |
| Actual self-congruity → WOM | 0.111 | 0.000 | Accepted |
| Ideal self-congruity → WOM | 0.107 | 0.006 | Accepted |
| Social self-congruity → WOM | 0.002 | 0.931 | Rejected |
| Ideal-social self-congruity → WOM | 0.200 | 0.000 | Accepted |
| Self-connection → revisit intention | 0.344 | 0.000 | Accepted |
| Brand prominence → revisit intention | 0.118 | 0.002 | Accepted |
| Brand loyalty → revisit intention | 0.217 | 0.000 | Accepted |
| Brand awareness → revisit intention | 0.164 | 0.000 | Accepted |
| Perceived quality → revisit intention | 0.262 | 0.000 | Accepted |
| Brand image → revisit intention | 0.134 | 0.000 | Accepted |
| Actual self-congruity → revisit intention | 0.159 | 0.000 | Accepted |
| Ideal self-congruity → revisit intention | 0.154 | 0.005 | Accepted |
| social self-congruity → revisit intention | 0.003 | 0.931 | Rejected |
| Ideal social self-congruity → revisit intention | 0.288 | 0.000 | Accepted |
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