Table 8. Analysis of the total, direct, and indirect effects of the research model

Factor	Total effects=				Direct effects+				Indirect effects
	Company-consumer identification	Consumer trust	Brand equity	Consumer loyalty	Company-consumer identification	Consumer trust	Brand equity	Consumer loyalty	Company-consumer identification	Consumer trust	Brand equity	Consumer loyalty
Philantdropy transparency	0.279 (.016)	0.052 (.573)	0.138 (.078)	0.140 (.029)	0.279 (.016)	−0.054 (.652)	-	-	-	0.105 (.026)	0.138 (.078)	0.140 (.029)
Philanthropy sustainability	−0.370 (.062)	0.098 (.527)	−0.082 (.700)	−0.099 (.667)	−0.370 (.062)	0.237 (.280)	-	-	-	−0.140 (.086)	−0.082 (.700)	−0.099 (.667)
Philanthropy authenticity	0.529 (.015)	0.400 (.019)	0.443 (.015)	0.423 (.016)	0.529 (.015)	0.200 (.329)	-	-	-	0.200 (.010)	0.443 (.015)	0.423 (.016)
Philanthropy value congruence	0.366 (.110)	0.376 (.013)	0.367 (.029)	0.345 (.031)	0.366 (.110)	0.238 (.153)	-	-	-	0.138 (.068)	0.367 (.029)	0.345 (.031)
Consumer‐company identification	-	0.377 (.026)	0.609 (.020)	0.602 (.009)	-	0.377 (.026)	0.382 (.021)	0.034 (.772)	-	-	0.228 (.007)	0.568 (.010)
Consumer trust	-	-	0.603 (.007)	0.524 (.015)	-	-	0.603 (.007)	−0.062 (.655)	-	-	-	0.585 (.004)
Brand equity	-	-	-	0.970 (.016)	-	-	-	0.970 (.016)	-	-	-	-

Note. p < 0.05.