TABLE 5.

Hypotheses assessment.

Hypothesis	Path	Estimate	S.D.		T-value	P-value
H1a	BC→BL	0.73	0.01		44.51	***
H1b	BC→BE	0.34	0.03		8.39	***
H2a	BL→CD	0.15	0.02		6.13	***
H2b	BL→PWB	0.53	0.03		17.67	***
H2c	BL→BE	0.44	0.03		11.98	***
H3a	BE→CD	0.72	0.02		27.48	***
H3b	BE→PWB	0.20	0.04		4.42	***
H4	CD→PWB	0.12	0.03		3.01	***
H5a	BC→BL→CD	0.11		[LCL = 0.08, UCL = 0.14]		***
H5b	BC→BL→PWB	0.39		[LCL = 0.35, UCL = 0.43]		***
H6b	BC→BE→CD	0.24		[LCL = 0.20, UCL = 0.29]		***
H6b	BC→BE→PWB	0.07		[LCL = 0.04, UCL = 0.10]		***

***p < 0.001, BC, brand coolness; BL, brand love; BE, brand engagement; CD, customer delight; PWB, psychological well-being; BX, brand experience.