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Hypotheses testing (Direct Effect).
| Hypotheses | Coefficient (Beta) | S.D | T | P | Status | |
| H1 | PPV -> CBBE | −0.024 | 0.068 | 0.350 | 0.726 | Not Supported |
| H2 | PPV -> BR | 0.692 | 0.054 | 12.876 | 0.000 | Supported |
| H3 | PPV -> CAC | 0.541 | 0.081 | 6.714 | 0.000 | Supported |
PPV = Product Perceived Value, CBBE = Customer-Based Brand Equity, BR = Brand Resonance, CAC = Customer Affective Commitment.
