Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification

Journal of Brand Management · 2021 · PMC8180381

Europe PMC

hedged sentences

0.0510

closest p · 1.0× alpha

0.0510

boldest claim

The sentences

approached significancep = 0.051so close (0.05 < p ≤ 0.1)

Also, the moderating effect of consumer happiness on purchase frequency approached significance ( p = 0.051), leading us to speculate happy consumers are more likely to have higher purchase frequency over time.

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did not reach statistical significancep = 0.051so close (0.05 < p ≤ 0.1)

While the main effects of CBI ( F [1, 370] = 3.93, p < 0.05) and consumer happiness ( F [1, 370] = 12.38, p < 0.01) on purchase frequency were positive and significant, the two-way interaction of CBI and consumer happiness did not reach statistical significance ( F [1, 370] = 3.83, p = 0.051).

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may not be significantno p-value reported

If brand consumption is not a pleasurable activity in life, the relationship between CBI and behavioral loyalty may not be significant.

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Quoted from the open-access full text in Europe PMC under the licence the publisher applied. The sentence is reproduced exactly as published; the emphasis is ours.