Direct and indirect effects of brand love on COBRA
| Direct effect of brand love on COBRA | |||||
|---|---|---|---|---|---|
| Effect | SE | t | p | LLCI | ULCI |
| 0.549 | 0.059 | 9.246 | <0.01 | 0.432 | 0.666 |
| Direct effect of brand love on COBRA | |||||
|---|---|---|---|---|---|
| Effect | SE | LLCI | ULCI | ||
| 0.549 | 0.059 | 9.246 | <0.01 | 0.432 | 0.666 |
| Conditional indirect effects of brand love →brand engagement→COBRA | ||||
|---|---|---|---|---|
| Effect | BootSE | BootLLCI | BootULCI | |
| 4.600* | 0.293 | 0.071 | 0.166 | 0.447 |
| 5.600 | 0.340 | 0.074 | 0.206 | 0.500 |
| 6.600 | 0.386 | 0.081 | 0.237 | 0.562 |
| Conditional indirect effects of brand love →brand engagement→COBRA | ||||
|---|---|---|---|---|
| Effect | BootSE | BootLLCI | BootULCI | |
| 4.600* | 0.293 | 0.071 | 0.166 | 0.447 |
| 5.600 | 0.340 | 0.074 | 0.206 | 0.500 |
| 6.600 | 0.386 | 0.081 | 0.237 | 0.562 |
| Index of moderated mediation (moderator: brand value) | ||||
|---|---|---|---|---|
| Index | BootSE | BootLLCI | BootULCI | |
| Brand value | 0.046 | 0.019 | 0.005 | 0.081 |
| Index of moderated mediation (moderator: brand value) | ||||
|---|---|---|---|---|
| Index | BootSE | BootLLCI | BootULCI | |
| Brand value | 0.046 | 0.019 | 0.005 | 0.081 |
Note(s): *Moderator values are the 16th, 50th, and 84th percentiles
Source(s): Own elaboration
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