TABLE 4.

Direct, indirect and total path estimates.

Direct path	Beta	SD	T	P
BR -> CBBE	0.332	0.078	4.254	0.000
CAC -> CBBE	0.362	0.075	4.865	0.000
PPPV -> BR	0.692	0.054	12.876	0.000
PPPV -> CAC	0.541	0.081	6.714	0.000
PPV -> CBBE	−0.024	0.068	0.350	0.726
Indirect path	Beta	SD	T	P
PPV -> BR -> CBBE	0.230	0.059	3.894	0.000
PPV -> CAC -> CBBE	0.196	0.056	3.490	0.000
Total path	Beta	SD	T	P
BR -> CBBE	0.332	0.078	4.254	0.000
CAC -> CBBE	0.362	0.075	4.865	0.000
PPPV -> BR	0.692	0.054	12.876	0.000
PPPV -> CAC	0.541	0.081	6.714	0.000
PPV -> CBBE	0.402	0.083	4.835	0.000

PPV = Product Perceived Value, CBBE = Customer-Based Brand Equity, BR = Brand Resonance, CAC = Customer Affective Commitment.