Table 12.

Intermediary role played by the emotional value.

Regression model	Variance analysis				Coefficient
	R2	Adjusted R2	F	Sig.	B	Sig.
Brand elements → consumers' purchase intention	0.326	0.305	15.454	0.000	0.462	0.000
Brand elements → emotional value	0.287	0.265	12.849	0.000	0.484	0.000
Emotional value → consumers' purchase intention	0.225	0.200	9.240	0.000	0.285	0.000
Brand elements, emotional value → consumers' purchase intention	0.334	0.311	14.506	0.000	0.412	0.000
					0.104	0.045