Figure 1
The vertical axis is labelled positive word of mouth and ranges from five point zero to six point two. The horizontal axis is labelled advocacy fusion score and ranges from minus one to plus one. Two lines are plotted and identified in a legend titled relationship norms. One line represents an exchange. One line represents communal. Both lines increase from left to right across the advocacy fusion score range. The exchange line starts slightly above five point two at minus one and reaches slightly above six point two at plus one. The communal line starts slightly below five point zero at minus one and reaches slightly above six point two at plus one.Advocacy fusion moderating the effect of consumer-brand relationship type on positive WOM
Note(s): Advocacy fusion is mean-centered and plotted at −1 SD and +1 SD from its mean
Source: Author’s own illustration