Figure 1.
The model starts with Brand Gratitude, marked Present versus Absent, on the left. Brand Gratitude links directly to Consumers’ Brand Relationship Quality through H 1. Brand Gratitude also links to Perceived Sincerity, which links to Consumers’ Brand Relationship Quality. This mediated path is labelled H 2, Mediation. Consumers’ Brand Relationship Quality links to Brand Loyalty through H 3 a and to Brand Advocacy through H 3 b. Three moderators connect to the Brand Gratitude paths: Service Experience Stage, marked Beginning versus End, through H 4 a and H 4 b; Interaction Channel, marked Face-to-face versus Digital, through H 5 a and H 5 b; and Latency, marked Immediate versus Delay, through H 6 a and H 6 b.Conceptual framework of the study
Source: Authors’ own work