Table 4. Results of hypothesis tests

Hypothesis	Path	Standardized β	t-value	Result
H1	CO → IMC	0.191	2.005*	Supported
H2	TO → IMC	0.494	6.359***	Supported
H3	IMC → BT	0.490	6.167***	Supported
H4	IMC → BC	0.211	3.515***	Supported
H5	IMC → BR	0.130	2.701**	Supported
H6	BT → BC	0.514	10.140***	Supported
H7	BT → BR	0.471	7.636***	Supported
H8	BC → BR	0.269	4.695***	Supported

Note. t-value; t-value bootstrap; CO, customer orientation; IMC, integrated marketing communications; TO, technological orientation; BT, brand trust; BC, brand commitment; BR, brand loyalty; β, standardized path coefficients.
p < .05,
p < .01,
p < .001.