Table 5 Hypothesis testing Hypothesis...

Table 5

Hypothesis testing

Hypothesis	Path	Path coefficient(β)	SE	T-statistics	p-values	Decision
H1	PEà PBC	0.436	0.083	5.279	0.000	Supported
H2	SEV à PBC	0.328	0.087	3.764	0.000	Supported
H3	PEC à PBC	0.101	0.106	0.951	0.342	Not Supported
H4	PBC à BE	0.665	0.056	11.908	0.000	Supported

Hypothesis	Path	Path coefficient(β)	SE	T-statistics	p-values	Decision
H1	PEà PBC	0.436	0.083	5.279	0.000	Supported
H2	SEV à PBC	0.328	0.087	3.764	0.000	Supported
H3	PEC à PBC	0.101	0.106	0.951	0.342	Not Supported
H4	PBC à BE	0.665	0.056	11.908	0.000	Supported

Note(s): PE, Perceived enjoyment; PBC, Perceived brand coolness; SEV, Online self-expressive value; PEC, Perceived emotional challenge; BE, Brand equity

Source(s): Table denoted by authors

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