Table 5. Results of mediation tests

Hypothesis	Path	Standardized β (indirect effect)	p-value	Bias-corrected 95% confidence interval		Result
				Lower	Upper
H9	IMC → BT → BR	0.231	0.000	0.153	0.324	Partial mediation
H10	IMC → BC → BR	0.057	0.005	0.024	0.110	Partial mediation

Note. IMC, integrated marketing communications; BT, brand trust; BR, brand loyalty; BC, brand commitment; Bootstrap results are based on 5,000 bootstrap samples.