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Hypotheses testing (Mediation).
| Paths | Direct effect (t-value) | Indirect effect (t-value) | Total effect | VAF% | Interpretation | Results | |
| H4 | PPV-> BR-> CBBE | −0.024 (0.350) | 0.230 (3.894) | 0.402 (4.835) | 57.21 | Partial Mediation | Supported |
| H5 | PPV-> CAC-> CBBE | −0.024 (0.350) | 0.196 (3.490) | 0.402 (4.835) | 48.75 | Partial Mediation | Supported |
PPV = Product Perceived Value, CBBE = Customer-Based Brand Equity, BR = Brand Resonance, CAC = Customer Affective Commitment.
