Surveying the Impact of Authentic and Pragmatic Marketing by Paradigm Shift on Brand Authenticity: A Case Study of Selected Islamic Azad Universities (Anzali, Tehran Markaz, and Tonekabon)
Table 7
Results of partial least squares analysis for first-order research hypotheses.
Number of hypothesis
Hypotheses
Path coefficients
Significance value
Test result
H1
Authentic marketing has a significant effect on the paradigm shift.
0.15
3.40
Confirmed
H2
Pragmatic marketing has a significant effect on the paradigm shift.
0.63
15.35
Confirmed
H3
The paradigm shift has a significant effect on the original brand.
0.77
46.92
Confirmed
H4
Original marketing has a significant impact on the original brand with the mediating role of paradigm shift.
0.11
Confirmed
H5
Pragmatic marketing has a significant impact on the original brand with the mediating role of paradigm shift.
