Hypotheses   H1: The purchase intention of a consumer is directly influenced by how strongly he/she identifies the core product, the branding, and the customer service received as essential values of a yoga studio services H1a: How strongly a consumer identifies the functional factor of the product as an essential product value positively and directly influences his/her purchase intention. H1b: How strongly a consumer identifies the aesthetical factor of the product as an essential product value positively and directly influences his/her purchase intention. H1c: How strongly a consumer identifies branding as an essential product value positively and directly influences his/her purchase intention. H1d: How strongly a consumer identifies the customer service received as an essential product value positively and directly influences his/her purchase intention. H1a and H1d  are justified in the structural equation model H2:  How strongly a consumer identifies the perceived qualities of the core (service) product and the customer service received as essential values of yoga studio services directly implies how strongly he/she identifies branding as an essential value of yoga studio services. H2a: How strongly a consumer identifies the aesthetical factor of the product as an essential product value positively and directly implies his/her regard of branding as an essential product value. H2b: How strongly a consumer identifies the functional factor of the product as an essential product value positively and directly implies his/her regard of branding as an essential product value. H2c: How strongly a consumer identifies the customer service received as an essential product value positively and directly implies his/her regard of branding as an essential product value. H2’:  How strongly a consumer identifies branding as an essential value of yoga studio services directly implies how strongly he/she identifies the perceived qualities of the core product and the customer service received as essential values of yoga studio services. H2a’: How strongly a consumer identifies branding as an essential product value directly implies his/her regard of the aesthetical factor of the product as an essential product value. H2b’: How strongly a consumer identifies branding as an essential product value directly implies his/her regard of the functional factor of the product as an essential product value. H2c’: How strongly a consumer identifies branding as an essential product value directly implies his/her regard of the customer service received as an essential product value. Justified in the structural equation model

Table 6: Summary of hypothesis testing.