Table 3 Structural relationships and hypothesis testing
Hypothesis | Path | t-statistics | Path coefficient | p-value | Results |
|---|---|---|---|---|---|
H1 | Originality → Brand Image | 4.594 | 0.470 | 0.000 | Supported and significant |
H2 | Genuineness → Brand Image | 2.124 | 0.212 | 0.034 | Supported and significant |
H3 | Continuity → Brand Image | 0.629 | -0.073 | 0.530 | Supported and not significant |
H4 | Perceived Value → Brand Image | 1.997 | 0.150 | 0.046 | Supported and significant |
H5 | Logo → Brand Image | 0.579 | -0.029 | 0.563 | Supported and not significant |
H6 | Integrity → Brand Image | 0.130 | 0.010 | 0.897 | Supported and not significant |
H7 | Brand Signature → Brand Image | 2.949 | 0.205 | 0.003 | Supported and significant |
H8 | Brand Heritage → Brand Image | 1.101 | 0.079 | 0.270 | Supported and not significant |
H9 | Brand Image → Brand Preference | 31.244 | 0.869 | 0.000 | Supported and significant |