Table 6.

Structural equation modeling regression weights for the mediating effect of perceived brand authenticity.

Model			Estimate	S.E.	C.R.	p	Effect	R 2
Perceived brand authenticity	←	Brand experience	1.368	0.114	12.021	∗ ∗ ∗	0.838	0.701
Customer loyalty	←	Brand experience	0.571	0.120	4.754	∗ ∗ ∗	0.293	0.716
Customer loyalty	←	Perceived brand authenticity	0.794	0.076	10.451	∗ ∗ ∗	0.664	—
Customer loyalty ← perceived brand authenticity ← brand experience			—	—	—	—	0.556	0.852

Note: S.E. = standard errors of the regression weights, C.R. = critical ratio, p = p-value. Source: SPSS AMOS 26.