Figure 2.
The model contains four labelled ovals connected by arrows. Left oval: Emotional Marketing, E M. Top centre oval: Consumer Happiness, C H. Bottom centre oval: Brand Self-Connection, B S C. Right oval: Purchase Intention, P I. Solid arrow H 1 from Emotional Marketing to Consumer Happiness is labelled 0.849 slash p less than 0.001. Solid arrow H 2 from Emotional Marketing to Brand Self-Connection is labelled 0.834 slash p less than 0.001. Solid arrow H 3 from Emotional Marketing to Purchase Intention is labelled 0.492 slash p less than 0.001. Solid arrow H 4 from Consumer Happiness to Purchase Intention is labelled 0.308 slash p less than 0.001. Solid arrow H 5 from Brand Self-Connection to Purchase Intention is labelled 0.137 slash p equals 0.015. Dashed diagonal arrow H 6, I E, from Consumer Happiness to Purchase Intention is labelled 0.261 slash p less than 0.001. Dashed diagonal arrow H 7, I E, from Brand Self-Connection to Purchase Intention is labelled 0.114 slash p less than or equals 0.015. R-squared near Consumer Happiness is 0.725. R-squared near Brand Self-Connection is 0.536. R-squared near Purchase Intention is 0.737.Structural model
Source: Own elaboration