Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

Future Business Journal

Table 4 Parameter estimates for the mediation models

Hypothesized path		Standardized estimates	BootSE	95% confidence interval (CI)		Decision (YES/NO)
Hypothesized path		Standardized estimates	BootSE	BootLLCI	BootULCI
H_7a	Fan Identification → Perceived Brand Sacredness → Advertise	0.257	0.053	0.158	0.365	Yes
H_7b	Fan Identification → Perceived Brand Sacredness → Advocate	0.154	0.036	0.088	0.232	Yes
H_7c	Fan Identification → Perceived Brand Sacredness → Assimilate	0.144	0.036	0.078	0.221	Yes
H_7d	Fan Identification → Perceived Brand Sacredness → Antagonize	0.182	0.039	0.109	0.263	Yes
H_8a	Fan Community Identification → Perceived Brand Sacredness → Advertise	0.208	0.049	0.119	0.313	Yes
H_8b	Fan Community Identification → Perceived Brand Sacredness → Advocate	0.149	0.039	0.079	0.229	Yes
H_8c	Fan Community Identification → Perceived Brand Sacredness → Assimilate	0.094	0.036	0.029	0.168	Yes
H_8d	Fan Community Identification → Perceived Brand Sacredness → Antagonize	0.183	0.040	0.109	0.266	Yes