Table 7. Results of application of structural equation modeling to the research model

Hypothesis	Pathway			Unstandardized coefficient	Standardized coefficient	SE	CR	p-value	SMC (R2)	Judgment
H1a	Philanthropy transparency	→	Company-consumer identification	0.242	0.279**	0.068	3.543	***	0.582	Support
H1b	Philanthropy sustainability	→		−0.335	−0.370*	0.137	−2.445	0.014		Rejection
H1c	Philanthropy authenticity	→		0.463	0.529**	0.135	3.439	***		Support
H1d	Philanthropy value congruence	→		0.291	0.366**	0.104	2.791	0.005		Support
H2a	Philanthropy transparency	→	Consumer trust	−0.061	−0.054	0.063	−0.961	0.336	0.833	Rejection
H2b	Philanthropy sustainability	→		0.282	0.237*	0.127	2.227	0.026		Support
H2c	Philanthropy authenticity	→		0.230	0.200	0.124	1.844	0.065		Rejection
H2d	Philanthropy value congruence	→		0.249	0.238**	0.095	2.603	0.009		Support
H3	Company-consumer identification	→	Consumer trust	0.495	0.377**	0.074	6.705	***	0.833	Support
H4	Company-consumer identification	→	Brand equity	0.460	0.382**	0.076	6.073	***	0.880	Support
H5	Consumer trust	→		0.554	0.603**	0.061	9.130	***		Support
H6	Consumer trust	→	Consumer loyalty	−0.060	−0.062	0.103	−0.587	0.557	0.891	Rejection
H7	Brand equity	→		1.030	0.970*	0.166	6.188	***		Support
H8	Company-consumer identification	→		0.044	0.034	0.104	0.423	0.672		Rejection

Note. SE, Standard error; CR, critical ratio; SMC, squared multiple correlations.
p < .05,
p < .01,
p < .001.