| Dependent variable Independent Variables | Type of effects | TRU | LOY |
| IMG | Direct | 0.478 | 0.403 |
| Indirect | 0.000 | 0.158 | |
| Total | 0.478 | 0.561 | |
| TRU | Direct | 0.000 | 0.331 |
| Indirect | 0.000 | 0.000 | |
| Total | 0.000 | 0.331 |