Table 5

Direct and indirect effects of brand love on COBRA

Direct effect of brand love on COBRA
EffectSEtpLLCIULCI
0.5490.0599.246<0.010.4320.666
Conditional indirect effects of brand love →brand engagement→COBRA
EffectBootSEBootLLCIBootULCI
4.600*0.2930.0710.1660.447
5.6000.3400.0740.2060.500
6.6000.3860.0810.2370.562
Index of moderated mediation (moderator: brand value)
IndexBootSEBootLLCIBootULCI
Brand value0.0460.0190.0050.081

Note(s): *Moderator values are the 16th, 50th, and 84th percentiles

Source(s): Own elaboration

[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal

Gift article access

As a benefit of your subscription, you can share temporary access to restricted articles.

Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.

Please sign in to your personal account to gift article access.

Register

Gift article access

As a benefit of your subscription, you can share temporary access to restricted articles.

Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.

Gift articles remaining: --

Gift article access

Each link will stop working after 30 days or 10 uses. You may create up to 10 links in a 30 day period.

Gift articles remaining: --

Gift article access

As a benefit of your subscription, you can share temporary access to restricted articles.

Each link will stop working after 30 days or 10 uses.

You have reached the limit of 10 links within a 30 day period.

Sharing Unavailable

Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.