Table 4.
Mediating effect test for H1 to H3.
| Hypothesis path | Standard error | Estimates | Bias-corrected 95% CI |
Percentile 95% CI |
Results | ||
|---|---|---|---|---|---|---|---|
| Lower | Upper | Lower | Upper | ||||
| H1: Brand authenticity→Awakening of interest→Brand experience | .049 | .466*** | .377 | .576 | .365 | .560 | Support |
| H2a: Brand authenticity→Brand experience→Customers-brand identification | .029 | .785*** | .716 | .834 | .722 | .837 | Support |
| H2b: Awakening of interest→Brand experience→Customers-brand identification | .061 | .541*** | .416 | .662 | .413 | .655 | Support |
| H3c: Brand experience→Customers-brand identification→In-personal WOM | .022 | .845*** | .799 | .883 | .800 | .884 | Support |
| H3d: Brand experience→Customers-brand identification→E-WOM | .021 | .837*** | .790 | .872 | .793 | .874 | Support |
*P < .05; **P < .01; ***P < .001.