Hypotheses

Structural Relations

Direct without Mediator

Direct with Mediator

Indirect Effect

H3

Quality <-- Association <---Packaging

240 (.030)**

.490 (.001)**

.262 (.000)**

H4

Loyalty <-- Association <--- Packaging

.164 (.099)*

.490 (.001)**

.387 (.001)**

H6

Loyalty <-- Quality <-- Association

.295 (.009)**

.536 (.001)**

.259 (.000)**