Table 4. Structural results (Study 2)... | Emerald Publishing

Table 4.

Structural results (Study 2)

Dependent variable	Independent variable		B	BootSE	Lower CI	Upper CI	p-value
Brand Love	Brand Coolness × CC		−0.551	–	–	–	0.000
	Low Levels (−1SD)		1.123	0.484	0.148	2.047	0.026
	Middle		1.104	0.466	0.176	2.002	0.021
	High Levels (+1SD)		1.084	0.449	0.199	2.001	0.018
ATB	Mediator (Brand Coolness → ATB → Brand Love)	R² = 0.091	0.292				0.000
Control variables	Gender		−0.063				>0.05
Control variables	Age		−0.076				0.153
Brand Love		R² = 0.560	0.559				0.000
Index Moderation Mediation			−0.015	0.018	−0.039	0.029	0.559
Direct effect		R	R²	B	Boot SE	p-value	t
Brand Coolness → Brand Love		0.231	0.053	0.411	0.231	<0.001	3.417

Dependent variable	Independent variable		B	BootSE	Lower CI	Upper CI	p-value
Brand Love	Brand Coolness × CC		−0.551	–	–	–	0.000
	Low Levels (−1SD)		1.123	0.484	0.148	2.047	0.026
	Middle		1.104	0.466	0.176	2.002	0.021
	High Levels (+1SD)		1.084	0.449	0.199	2.001	0.018
ATB	Mediator (Brand Coolness → ATB → Brand Love)	R² = 0.091	0.292				0.000
Control variables	Gender		−0.063				>0.05
Control variables	Age		−0.076				0.153
Brand Love		R² = 0.560	0.559				0.000
Index Moderation Mediation			−0.015	0.018	−0.039	0.029	0.559
Direct effect		R	R²	B	Boot SE	p-value	t
Brand Coolness → Brand Love		0.231	0.053	0.411	0.231	<0.001	3.417

Notes:

*p < 0.05; **p < 0.01; ***p < 0.001; SE = standard error; Boot = bootstrap; LL = lower limit; UL = upper limit; CI = confidence interval bootstrap sample size: 10,000; M = mean centered ± SD