Figure 2.
The diagram presents connected boxes representing variables with numerical paths. A box labelled brand name shows values zero non religious and one religious. An arrow labelled a three equals zero point two two leads from brand name to a box labelled brand morality. A box labelled religiosity links to brand morality with a path labelled a two equals zero point zero three. Another path labelled a four equals minus zero point one seven links brand name to self brand connection. Brand morality connects to self brand connection with a path labelled d two one equals zero point seven six. Two paths link self-brand connection to a box labelled consumer responses. One path labelled b one a equals zero point four five and b one b equals zero point four zero. A separate path from brand morality to consumer responses shows b two a equals zero point four one and b two b equals zero point seven one. The consumer responses box lists attitude towards brand and purchase intention. Two values appear near the brand name box showing c prime equals zero point zero seven for attitude and c prime equals zero point zero four for purchase intention.Moderated serial mediation empirical model – brand attitude and purchase intention
Source: Authors’ own work