Figure 2.
The model shows Brand Gratitude on the left, coded 0 equals Absent and 1 equals Present. Brand Gratitude links to Perceived Sincerity with beta equals 0.43 and one asterisk. Perceived Sincerity links to B R Q with beta equals 0.89 and two asterisks. Brand Gratitude also links directly to B R Q with beta equals 0.89 and two asterisks. A second value below the direct path is beta prime equals 0.50 and two asterisks. The indirect effect is 0.39, with a confidence interval from 0.06 to 0.71.Mediation results (Study 3)
Note: β′ is effect of gratitude on BRQ without sincerity
*p < 0.05 **p < 0.01
Source: Authors’ own work