Table 5.

Results of the hypotheses testing Thai canned tuna BL.

Hypotheses	r	t-value	Validity
Hypothesis 1: The presence of a consumer's brand attitude positively and directly affects their perception of brand quality.	0.89	16.44∗∗	valid
Hypothesis 2: The presence of a consumer's brand attitude positively and directly affects the brand's value.	0.32	3.39∗	valid
Hypothesis 3: The presence of a consumer's brand attitude positively and directly affects the consumer's brand loyalty.	0.49	3.53∗∗	valid
Hypothesis 4: Brand quality consumer perception positively and directly affects a brand's value.	0.67	6.76∗∗	valid
Hypothesis 5: Brand quality consumer perception positively and directly affects the consumer's brand loyalty.	0.20	0.83	Not valid
Hypothesis 6: A consumer's perception of brand value positively and directly affects the consumer's brand loyalty.	0.19	0.63	Not valid

∗ = p ≤ .05; ∗∗ = p ≤ .01, r = correlation coefficient.