Table 3. Direct effects and effect sizes (f 2) of customer predispositions and engagement on advocacy behaviours.
| Hypothesised path relationships | β | t | p | f 2 | Hypothesis |
|---|---|---|---|---|---|
| H1: CEB -> customer advocacy | 0.303 | 5.032 | 0.000 | 0.098 | Supported |
| H2: Emotions -> CEB | 0.110 | 2.225 | 0.026 | 0.019 | Supported |
| H3: Emotions -> customer advocacy | 0.198 | 4.389 | 0.000 | 0.065 | Supported |
| H4: Self-concept -> CEB | 0.366 | 6.625 | 0.000 | 0.145 | Supported |
| H5: Self-concept -> customer advocacy | 0.101 | 1.719 | 0.086 | 0.010 | Not supported |
| H6: Moral identity -> CEB | 0.007 | 0.149 | 0.881 | 0.000 | Not supported |
| H7: Moral identity -> customer advocacy | −0.014 | 0.265 | 0.791 | 0.000 | Not supported |
| H8: Communal focus -> CEB | 0.184 | 3.225 | 0.001 | 0.040 | Supported |
| H9: Communal focus -> customer advocacy | 0.279 | 5.264 | 0.000 | 0.095 | Supported |
| H10: Perceived cost -> CEB | 0.064 | 1.051 | 0.294 | 0.005 | Not supported |
| H11: Perceived benefits -> CEB | 0.118 | 1.967 | 0.049 | 0.023 | Supported |
CEB = customer engagement behaviour.