Table 6 Structural equation modeling results.
HYP | Construct/structural path | Standardized path coefficient | Std. error | Results | ||
|---|---|---|---|---|---|---|
FB × PB | PB × FB | FB × PB | PB × FB | |||
H1 | Product Fit (PF) → Co-branding Attitude (CA) | 0.14* | 0.36** | 0.056 | 0.036 | Not Supported |
H2 | Brand Fit (BF) → Co-branding Attitude (CA) | 0.41** | 0.28* | 0.056 | 0.049 | Supported |
H3 | Cultural Congruence (CC) → Co-branding Attitude (CA) | 0.35** | 0.41** | 0.041 | 0.035 | Not Supported |
H4 | Co-branding Attitude (CA) → Cultural Sensitivity (CS) | 0.09 | 0.23** | 0.105 | 0.101 | Supported |
H5 | Co-branding Attitude (CA) → Product Quality (PQ) | 0.39** | 0.10 | 0.069 | 0.099 | Supported |
H6 | Co-branding Attitude (CA) → Purchase Probability (PP) | 0.31** | 0.49** | 0.077 | 0.106 | Supported |
