How can I interpret this?
Posted: Wed Jun 16, 2021 9:21 am
Dear Jamovi forum,
I'm having some issues trying to interpret these results.
The independent variable is brand image, the dependent variable is brand loyalty, and the moderators are hedonic brand attribute and functional brand attribute.
As I conducted regression analyses, the first regression result showed that brand image does not have a significant effect on brand loyalty. However, after adding the interaction term of functional brand attribute and hedonic brand attribute, the effect of brand image on brand loyalty becomes significant.
I'm having a hard time interpreting this, I've tried to search online, but their theories are very difficult for me to comprehend. Can someone help me explain this issue? Thank you!
I'm having some issues trying to interpret these results.
The independent variable is brand image, the dependent variable is brand loyalty, and the moderators are hedonic brand attribute and functional brand attribute.
As I conducted regression analyses, the first regression result showed that brand image does not have a significant effect on brand loyalty. However, after adding the interaction term of functional brand attribute and hedonic brand attribute, the effect of brand image on brand loyalty becomes significant.
I'm having a hard time interpreting this, I've tried to search online, but their theories are very difficult for me to comprehend. Can someone help me explain this issue? Thank you!