Figure 3.
The upper section is Panel A. Brand Gratitude, coded 0 equals Absent and 1 equals Present, links to Perceived Sincerity with beta equals 0.43 and one asterisk. Brand Gratitude also links to B R Q with beta equals 0.50 and two asterisks, and directly to Brand Loyalty with beta equals 0.04 and n s. Perceived Sincerity links to B R Q with beta equals 0.89 and two asterisks, and to Brand Loyalty with beta equals 0.31 and two asterisks. B R Q links to Brand Loyalty with beta equals 0.48 and two asterisks. The text below Panel A lists three indirect paths. Gratitude to Sincerity to Loyalty has an indirect value of 0.13, standard error of 0.06, and 95 per cent S I from 0.02 to 0.28. Gratitude to B R Q to Loyalty has an indirect value of 0.24, standard error of 0.07, and 95 per cent S I from 0.11 to 0.40. Gratitude to Sincerity to B R Q to Loyalty has an indirect value of 0.18, standard error of 0.08, and 95 per cent S I from 0.03 to 0.37. The lower section is Panel B. Brand Gratitude, coded 0 equals Absent and 1 equals Present, links to Perceived Sincerity with beta equals 0.43 and one asterisk. Brand Gratitude also links to B R Q with beta equals 0.50 and two asterisks, and directly to Brand Advocacy with beta equals 0.10 and n s. Perceived Sincerity links to B R Q with beta equals 0.89 and two asterisks, and to Brand Advocacy with beta equals 0.47 and two asterisks. B R Q links to Brand Advocacy with beta equals 0.34 and two asterisks. The text below Panel B lists three indirect paths. Gratitude to Sincerity to Advocacy has an indirect value of 0.20, standard error of 0.10, and 95 per cent S I from 0.03 to 0.43. Gratitude to B R Q to Advocacy has an indirect value of 0.17, standard error of 0.06, and 95 per cent S I from 0.07 to 0.31. Gratitude to Sincerity to B R Q to Advocacy has an indirect value of 0.13, standard error of 0.07, and 95 per cent S I from 0.02 to 0.29.Sequential mediation results (Study 2)
Source: Authors’ own work