Towards an Integrated Model of Customer Religiosity : A Self-Determination Theory Perspective

• Autorzy: Faheem Gul Gilal , Abdul Khalique Gadhi , Rukhsana Gul Gilal , Naeem Gul Gilal , Na Zhang , Zhenxing Gong
• Języki publikacji: EN

Abstrakty

EN

Purpose: Drawing on self-determination theory (SDT), this article aims to examine the impact of customers' intrinsic and extrinsic religiosity on purchase intentions for luxury brands. Moreover, this study delves into the moderating effect of customer brand loyalty in these relationships.

Methodology: To this end, we tested our hypotheses with a student sample (N = 169) from Pakistan. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and moderation analysis techniques were used to analyze the data using SPSS 24.0 and AMOS 24.0.

Findings: The results of data analysis indicated that a customer's purchase intention for luxury brands is significantly influenced by extrinsic religiosity, while intrinsic religiosity has trivial influence in boosting purchase intention for a luxury brand. Our results for moderation analysis further show that customer purchase intention for a luxury brand is reinforced by intrinsic religiosity when customer brand loyalty is high but not when customer brand loyalty is low, whereas purchase intention for a luxury brand is fortified more by extrinsic religiosity when customer brand loyalty is low than when customer brand loyalty is high.

Research Limitations: As with any set of cross-sectional studies, our research is not without limitations. For instance, the sample size in the current study is purposefully small. This limits the generalizability of findings across a wider population.

Implications/originality/value: This study has provided a framework to explain how customers' intrinsic and extrinsic religiosity affected the purchase intentions of luxury brands in the emerging market. (original abstract)

Słowa kluczowe

EN

Customer loyalty; Brand; Religion

PL

Lojalność klientów; Marka; Religia

• Czasopismo: Central European Management Journal
• Rocznik: 2020
• Tom: 28
• Numer: nr 2
• Strony: 16--37

Twórcy

autor

Faheem Gul Gilal

• Sukkur IBA University

autor

Abdul Khalique Gadhi

• Sukkur IBA University

autor

Rukhsana Gul Gilal

• Sukkur IBA University

autor

Naeem Gul Gilal

• Huazhong University of Science and Technology

autor

Na Zhang

• Beijing Information Science & Technology University

autor

Zhenxing Gong

• Liaocheng University

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Identyfikatory

DOI

10.7206/cemj.2658-0845.20