Table 5 Direct, indirect and total... | Emerald Publishing

Table 5

Direct, indirect and total effects

Effect	Direct			Indirect			Total
Path	β	p	t	β	p	t	β	p	t
Cause-brand congruence → Brand image	0.177	0.001	3.218	0.123	0.001	3.385	0.300	0.000	4.996
Cause-brand authenticity → Brand image	0.196	0.001	3.408	0.339	0.000	8.695	0.535	0.000	9.278
Self-brand congruity → Purchase intention	0.232	0.000	3.759	0.267	0.000	6.603	0.499	0.000	13.754
Self-brand congruity → Recomm intention	0.276	0.000	5.488	0.309	0.000	8.978	0.585	0.000	16.763

Effect	Direct			Indirect			Total
Path	β	p	t	β	p	t	β	p	t
Cause-brand congruence → Brand image	0.177	0.001	3.218	0.123	0.001	3.385	0.300	0.000	4.996
Cause-brand authenticity → Brand image	0.196	0.001	3.408	0.339	0.000	8.695	0.535	0.000	9.278
Self-brand congruity → Purchase intention	0.232	0.000	3.759	0.267	0.000	6.603	0.499	0.000	13.754
Self-brand congruity → Recomm intention	0.276	0.000	5.488	0.309	0.000	8.978	0.585	0.000	16.763

Source:

Authors’ own work