Figure 1.
The diagram shows a sequence of labelled boxes connected by directional arrows. The first box is labelled brand name. An arrow leads to a box labelled brand morality perceptions. Another arrow links brand morality perceptions to a box labelled self-brand connection. An arrow from brand name also connects to self-brand connection. A final arrow from self-brand connection leads to a box labelled consumer responses which lists brand attitude, purchase intention and actual behaviour. A box labelled religiosity connects by an arrow to brand morality perceptions. A box labelled moral self-identity connects by an arrow to self-brand connection. The arrows are labelled H one, H two and H three to indicate the stated relationships among the variables.Conceptual Model
Source: Authors’ own work