Table 4 Evaluation of the structural...

Table 4

Evaluation of the structural model

	Full sample		Large/SMEs		MGA		SMEs Belarus/SMEs Spain		MGA
	b	t-value	b	t-value	[df]	p	b	t-value	[df]	p
IMC → CP	0.589***	21,529	0.576*/0.633*	13.842/19.583	0.057	0.285	0.558*/0.832*	12.079/30.994	0.274	0.000
CP → MP	0.743***	27,382	0.926*/0.576*	27.922/11.803	0.350	0.000	0.570*/0.861*	8.484/8.521	0.291	0.011
CP → FP	0.802***	39,137	0.796*/0.903*	24.707/32.679	0.107	0.006	0.879*/0.812*	26.601/12.554	0.067	0.350
Direct effect: MC → MP	0.051 ns	1754	−0.205*/0.236*	4.903/5.429	0.441	0.000	0.179***/−0.021 ns	3.248/0.181	0.200	0.064
Indirect effect: IMC → CP → MP	0.438***	16,882	0.533*/0.364*	10.338/10.304	0.169	0.000	0.318*/0.676*	10.650/10.955	0.185	0.000
Total effect: IMC → MP	0.489***	15,271	0.328*/0.600*	5.571/18.850	0.272	0.000	0.497*/0.696*	11.761/12.579	0.199	0.002
Direct effect: IMC → FP	0.012 ns	0.411	−0.001 ns/−0.128***	0.011/3.452	0.127	0.032	−0.125***/0.011 ns	2.794/0.181	0.137	0.004
Indirect effect: IMC → CP → FP	0.473***	17,801	0.459*/0.572*	11.863/15.791	0.113	0.016	0.490*/0.717*	6.937/8.347	0.398	0.007
Total effect: MC → FP	0.485***	14,086	0.458*/0.444*	8.396/9.502	0.014	0.418	0.365*/0.787*	5.468/23.450	0.422	0.000

	Full sample		Large/SMEs		MGA		SMEs Belarus/SMEs Spain		MGA
	b	t-value	b	t-value	[df]	p	b	t-value	[df]	p
IMC → CP	0.589***	21,529	0.576*/0.633*	13.842/19.583	0.057	0.285	0.558*/0.832*	12.079/30.994	0.274	0.000
CP → MP	0.743***	27,382	0.926*/0.576*	27.922/11.803	0.350	0.000	0.570*/0.861*	8.484/8.521	0.291	0.011
CP → FP	0.802***	39,137	0.796*/0.903*	24.707/32.679	0.107	0.006	0.879*/0.812*	26.601/12.554	0.067	0.350
Direct effect: MC → MP	0.051 ns	1754	−0.205*/0.236*	4.903/5.429	0.441	0.000	0.179***/−0.021 ns	3.248/0.181	0.200	0.064
Indirect effect: IMC → CP → MP	0.438***	16,882	0.533*/0.364*	10.338/10.304	0.169	0.000	0.318*/0.676*	10.650/10.955	0.185	0.000
Total effect: IMC → MP	0.489***	15,271	0.328*/0.600*	5.571/18.850	0.272	0.000	0.497*/0.696*	11.761/12.579	0.199	0.002
Direct effect: IMC → FP	0.012 ns	0.411	−0.001 ns/−0.128***	0.011/3.452	0.127	0.032	−0.125***/0.011 ns	2.794/0.181	0.137	0.004
Indirect effect: IMC → CP → FP	0.473***	17,801	0.459*/0.572*	11.863/15.791	0.113	0.016	0.490*/0.717*	6.937/8.347	0.398	0.007
Total effect: MC → FP	0.485***	14,086	0.458*/0.444*	8.396/9.502	0.014	0.418	0.365*/0.787*	5.468/23.450	0.422	0.000

Note(s): IMC = integrated marketing communications, CP = customer performance, MP = market performance, FP = financial performance. b = path coefficients; df = path coefficient difference; ns = not significante; S = supported, R = rejected; SE = suppression effect, FM = full mediation, PM = partial mediation. P = p-Value; * = p < 0.01, ns = p > 0.1

Source(s): Own elaborations

[ViewLarge]

Sharing Unavailable