Hypothesis testing r p- value Results Product (core) =>Purchase Intention 0.40 *** Accepted Product (esthetical) =>Purchase Intention 0.13 n.s. Rejected Brand =>Purchase Intention 0.05 n.s. Rejected Services =>Purchase Intention 0.20 ** Accepted Brand =>Services 0.52 *** Accepted Brand => Product (core) 0.47 *** Accepted Brand => Product (esthetical) 0.39 *** Accepted

n.s.: the hypothesis is insignificant and deleted in the model respecification in structural equation modeling. ***, **: p< 0.01, 0.05

Table 5: Hypothesis testing and results.