Table 13.

Intermediary role played by the social 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 → social value	0.365	0.345	18.361	0.000	0.565	0.000
Social value → consumers' purchase intention	0.264	0.241	11.457	0.000	0.355	0.000
Brand elements, social value → consumers' purchase intention	0.343	0.321	15.124	0.000	0.370	0.000
					0.164	0.004