Hypotheses

Direct Effects

f²

Beta estimates

t-value

p-value

H1

Packaging → Brand Quality

.300

.480

8.695

.000

H2

Packaging → Brand Equity

.095

.282

3.773

.000

H3

Packaging → Brand Loyalty

.001

.019

.332

.740

H4

Brand Equity → Brand Loyalty

.303

.423

6.671

.000

H5

Brand Quality → Brand Equity

.198

.407

5.692

.000

H6

Brand Quality → Brand Loyalty

.357

.460

6.745

.000

Hypotheses

Mediation Effects

Direct without Mediator

Direct with Mediator

Indirect

Effect

H7

Packaging → Equity → Loyalty

.019 (.740)*

.423 (.000)**

.120 (.000)**

H8

Quality → Equity → Loyalty

.460 (.000)**

.423 (.000)**

.172 (.000)**

H9

Packaging → Quality → Loyalty

.019 (.740)*

.460 (.000)**

.221 (.000)**

H10

Packaging → Quality → Equity

.282 (.000)**

.407 (.000)**

.196 (.000)**