Figure 2
The path diagram includes three circles: “Brand Anthropomorphism” in the center left, “Conversational Value” in the upper right, and “Attitude Towards Communication” in the lower right. The circle labeled “Brand Anthropomorphism” is connected to five vertically arranged rectangles on the far left labeled from top to bottom as follows: “B A – Q 1,” “B A – Q 2,” “B A – Q 3,” “B A – Q 4,” and “B A – Q 5,” with respective path coefficients of 12.573, 25.971, 19.226, 90.919, and 63.990. A rightward arrow labeled 14.309 connects “Brand Anthropomorphism” to “Conversational Value,” which has a value of 0.444. “Conversational Value” is connected to five vertically arranged rectangles on the far right labeled from top to bottom as follows: “Constn V – Q 1,” “Constn V – Q 2,” “Constn V – Q 3,” “Constn V – Q 4,” and “Constn V – Q 5,” with respective path coefficients of 34.945, 80.557, 121.930, 96.043, and 57.217. Another rightward arrow labeled 13.156 connects “Brand Anthropomorphism” to “Attitude Towards Communication,” which has a value of 0.406. “Attitude Towards Communication” is connected to four vertically arranged rectangles on the far right labeled from top to bottom as follows: “Attitude – Q 1,” “Attitude – Q 2,” “Attitude – Q 3,” and “Attitude – Q 4,” with respective path coefficients of 35.086, 52.021, 46.814, and 57.482.Path-model after the conclusion of the Bootstrapping routine. Note: Path coefficients are approximate t-values. *Path coefficients are approximate t-values. Visual modelling done by authors using SmartPLS 3.0