TABLE 3.

Mediation analysis results for Study 4.

	Dependent variables
	Regression 1 Perceived betrayal			Regression 2 Attitude change
	B	t	p	B	t	p
Intercept	5.5250	18.0080	<0.0001	−0.3421	−0.6237	0.5341
Transgression type [X1]	−0.6750	−1.5557	0.1226	−0.7542	−1.8867	0.0618
Transgression type [X2]	−0.3837	−0.9146	0.3623	−0.2727	−0.7103	0.4790
Brand biography [W]	0.5821	1.3579	0.1772	2.1103	5.3564	0.0000
X1 × W	−2.0637	−3.3611	0.0011	−1.4732	−2.5103	0.0135
X2 × W	−0.7529	−1.2272	0.2223	−1.2024	−2.1358	0.0349
Perceived betrayal [M]				0.3394	3.9753	0.0001
Regression model	F(5, 114) = 8.79, p < 0.0001 R2 = 0.5274			F(6, 113) = 18.72, p < 0.0001 R2 = 0.7060

Transgression type (X₁, X₂) = [autonomy {0, 0}, community {1, 0}, functional {0, 1}]; Brand biography (1 = underdog brand vs. 0 = top-dog brand).