Table 5.

Hypotheses testing.

	Coefficient (Beta)	S.D	t	p	Status
Hypotheses
H1	OBBS → EBBE	0.598	0.055	10.825	0.000	Supported
H2	OBBS → OBE	0.002	0.065	0.028	0.978	Not Supported
H3	EBBE → OBE	0.409	0.077	5.319	0.000	Supported
H5	BOL → EBBE	0.171	0.045	3.799	0.000	Supported
H6	BOL → OBE	0.303	0.067	4.510	0.000	Supported
Mediation Hypotheses
H4	OBBS → EBBE → OBE	0.245	0.052	4.680	0.000	Supported
Moderation Hypotheses
H7	OBBS * BOL → EBBS	−0.055	0.028	1.992	0.046	Supported
H8	OBBS * BOL → OBS	0.019	0.044	0.426	0.670	Not Supported

OBBS, organizational brand-building strategies; EBBE, employee-based brand building; OBE, organizational brand equity; BOL, brand-oriented leader.