Figure 3
The model begins with brand anthropomorphism, defined as anthropomorphism versus non-anthropomorphism. A path connects brand anthropomorphism to secure attachment with beta 0.75 and p 0.000. Secure attachment connects to advocacy intentions with beta 0.51 and p 0.000. The indirect effect through secure attachment is 0.38, with standard error 0.11 and 95 per cent confidence interval from 0.18 to 0.62. A direct path connects brand anthropomorphism to advocacy intentions with beta negative 0.01 and p 0.943. Another path connects brand anthropomorphism to dismissive attachment with beta negative 0.35 and p 0.020. Dismissive attachment connects to advocacy intentions with beta negative 0.04 and p 0.550. The indirect effect through dismissive attachment is 0.02, with standard error 0.03 and 95 per cent confidence interval from negative 0.04 to 0.08.Mediation effect of secure attachment and dismissive attachment (Study 2)
Source: Authors’ own work