Table 3 Structural parameter estimates
Hypothesized path | Estimates | t statistics | p value | Decisions (YES/NO) |
|---|---|---|---|---|
H1: Fan Identification → Perceived Brand Sacredness | 0.158 | 2.879 | 0.004 | Yes |
H2: Fan Community Identification → Perceived Brand Sacredness | 0.486 | 8.795 | *** | Yes |
H3: Perceived Brand Sacredness → Advertise | 0.522 | 9.871 | *** | Yes |
H4: Perceived Brand Sacredness → Advocate | 0.563 | 10.666 | *** | Yes |
H5: Perceived Brand Sacredness → Assimilate | 0.461 | 7.943 | *** | Yes |
H6: Perceived Brand Sacredness → Antagonize | 0.480 | 9.038 | *** | Yes |