Figure 4.
The diagram shows boxes linked by directional arrows with numerical labels. A box labelled brand name shows zero non-religious and one religious. It connects to a box labelled brand morality with a path labelled a three equals zero point four one and another path labelled a one equals minus one point five eight. Religiosity links to brand morality with a path labelled a two equals zero point one one. Brand morality links to a box labelled self-brand connection with a path labelled b one equals zero point three three. A box labelled moral self-identity also links to self-brand connection with two paths labelled b three equals zero point zero eight and b two equals zero point one five. A direct path from brand name to self-brand connection is labelled c prime equals minus zero point one one.Moderated mediation empirical model
Source: Authors’ own work