Table 4. Indirect effects of customer predispositions on advocacy behaviours mediator being customer engagement behaviour (CEB).
| Path | Path coefficients | t | p | Significance |
|---|---|---|---|---|
| Perceived cost -> CEB -> customer advocacy | 0.019 | 1.020 | 0.308 | Not significant |
| Moral identity -> CEB -> customer advocacy | 0.002 | 0.115 | 0.908 | Not significant |
| communal focus -> CEB -> customer advocacy | 0.056 | 2.506 | 0.012 | Significant |
| Self-concept -> CEB -> customer advocacy | 0.111 | 4.115 | 0.000 | Significant |
| Emotions -> CEB -> customer advocacy | 0.033 | 1.815 | 0.070 | Not significant |
| Perceived benefits -> CEB -> customer advocacy | 0.052 | 2.230 | 0.026 | Significant |