Table 4 Overview of direct effects Hip... | Emerald Publishing

Table 4

Overview of direct effects

Hip	Direct paths	β	p	t	Result
H1a	Cause-brand congruence → Brand image	0.299	0.000	4.959	Yes
H1b	Cause-brand authenticity → Brand image	0.536	0.000	9.247	Yes
H2a	Brand image → Purchase intention	0.476	0.000	7.626	Yes
H2b	Brand image → Recomm intention	0.551	0.000	10.692	Yes
H3a	Cause-brand congruence → Self-brand congruity	0.221	0.000	3.628	Yes
H3b	Cause-brand authenticity → Self-brand congruity	0.604	0.000	10.651	Yes
H4	Self-brand congruity → Brand image	0.561	0.000	13.754	Yes
H6a	Self-brand congruity → Purchase intention	0.232	0.000	3.759	Yes
H6b	Self-brand congruity → Recomm intention	0.276	0.000	5.448	Yes

Hip	Direct paths	β	p	t	Result
H1a	Cause-brand congruence → Brand image	0.299	0.000	4.959	Yes
H1b	Cause-brand authenticity → Brand image	0.536	0.000	9.247	Yes
H2a	Brand image → Purchase intention	0.476	0.000	7.626	Yes
H2b	Brand image → Recomm intention	0.551	0.000	10.692	Yes
H3a	Cause-brand congruence → Self-brand congruity	0.221	0.000	3.628	Yes
H3b	Cause-brand authenticity → Self-brand congruity	0.604	0.000	10.651	Yes
H4	Self-brand congruity → Brand image	0.561	0.000	13.754	Yes
H6a	Self-brand congruity → Purchase intention	0.232	0.000	3.759	Yes
H6b	Self-brand congruity → Recomm intention	0.276	0.000	5.448	Yes

Source:

Authors’ own work