TABLE 5.

SEM empirical results.

Hypothesis	Path	Estimate	S.E.	P-value	Result
H1–1	Competence → Brand love	0.246	0.028	***	Significant
H1–2	Sincerity → Brand love	0.311	0.033	***	Significant
H1–3	Excitement → Brand love	0.291	0.029	***	Significant
H1–4	Sophistication → Brand love	0.265	0.027	***	Significant
H1–5	Ruggedness → Brand love	0.073	0.027	*	Partially significant
H2	Brand love → eWOM	0.541	0.061	***	Significant

*** p < 0.001, * p < 0.100.