Table 6 PLS multigroup analysis Direct... | Emerald Publishing

Table 6

PLS multigroup analysis

Direct paths	Group 1 (n = 288)	Group 2 (n = 382)	Sig. Diff.
Cause-brand congruence → Brand image	0.105*	0.221	No
Cause-brand authenticity → Brand image	0.190	0.203	No
Brand image → Purchase intention	0.647	0.508	No
Brand image → Recomm intention	0.525	0.398	No
Cause-brand congruence → Self-brand congruity	0.192	0.249	No
Cause-brand authenticity → Self-brand congruity	0.655	0.517	No
Self-brand congruity → Brand image	0.539	0.592	No
Self-brand congruity → Purchase intention	0.194	0.296	No
Self-brand congruity → Recomm intention	0.171	0.234	No
Indirect paths
Cause-brand congruence → Brand image	0.114	0.148	No
Cause-brand authenticity → Brand image	0.353	0.306	No
Self-brand congruity → Purchase intention	0.283	0.236	No
Self-brand congruity → Recomm intention	0.349	0.242	No

Direct paths	Group 1 (n = 288)	Group 2 (n = 382)	Sig. Diff.
Cause-brand congruence → Brand image	0.105*	0.221	No
Cause-brand authenticity → Brand image	0.190	0.203	No
Brand image → Purchase intention	0.647	0.508	No
Brand image → Recomm intention	0.525	0.398	No
Cause-brand congruence → Self-brand congruity	0.192	0.249	No
Cause-brand authenticity → Self-brand congruity	0.655	0.517	No
Self-brand congruity → Brand image	0.539	0.592	No
Self-brand congruity → Purchase intention	0.194	0.296	No
Self-brand congruity → Recomm intention	0.171	0.234	No
Indirect paths
Cause-brand congruence → Brand image	0.114	0.148	No
Cause-brand authenticity → Brand image	0.353	0.306	No
Self-brand congruity → Purchase intention	0.283	0.236	No
Self-brand congruity → Recomm intention	0.349	0.242	No

Notes:

(i) The column “Sig. Diff” shows whether the correspondent path coefficients significantly differ between groups;

(ii) *Non-significant path (p > 0.05)

Source: Authors’ own work