Figure 3.
The diagram shows boxes connected by arrows representing relations among variables. A box labelled brand name shows zero non religious and one religious. An arrow labelled a three equals zero point three zero connects brand name to brand morality. A box labelled religiosity also links to brand morality with a path labelled a two equals zero point zero five. Brand morality links to self brand connection with a path labelled d two one equals zero point seven seven. Another arrow from brand name to self-brand connection is labelled a four equals zero point zero eight. A further arrow from self-brand connection to a box labelled actual behaviour ticket purchase is labelled b one equals zero point four five. Another arrow from brand morality to actual behaviour is labelled a one equals minus zero point one one. Brand name also has a direct path to actual behaviour labelled c prime equals minus zero point zero eight. A separate arrow from self-brand connection to actual behaviour is labelled b two equals zero point six eight.Moderated serial mediation empirical model – behavior
Source: Authors’ own work