| Number | Assumption | Conclusion |
| H1a | Challenging is positively related to brand image. | nonsupport |
| H1b | Enthusiasm is positively related to brand image. | support |
| H1c | Dependence of others’ comments is positively related to brand image. | nonsupport |
| H1d | Selection of simple tasks is positively related to brand image. | nonsupport |
| H1e | Focus of interpersonal competition is positively related to brand image. | nonsupport |
| H1f | Pursuit of return is positively related to brand image. | support |
| H2a | Challenging is positively related to brand awareness. | nonsupport |
| H2b | Enthusiasm is positively related to brand awareness. | support |
| H2c | Dependence of others’ comments is positively related to brand awareness. | support |
| H2d | Selection of simple tasks is positively related to brand awareness. | nonsupport |
| H2e | Focus of interpersonal competition is positively related to brand awareness. | support |
| H2f | Pursuit of return is positively related to brand awareness. | support |
| H3a | Brand image is positively related to brand loyalty. | support |
| H3d | Brand awareness is positively related to brand loyalty. | support |