Integrating intrinsic motivation into the relationship between product design and brand attachment: a cross-cultural investigation based on self-determination theory
by Faheem Gul Gilal; Jian Zhang; Rukhsana Gul Gilal; Naeem Gul Gilal
European J. of International Management (EJIM), Vol. 14, No. 1, 2020

Abstract: Previous marketing investigations have broadly predicted brand attachment by linking extrinsic motives. However, intrinsic motives of attachment have been surprisingly disregarded in the literature. To address this gap, this study integrates intrinsic motivation into the relationship between product design and brand attachment. To this end, we studied individuals from three countries, and the self-determination theory was found to generalise across individuals from Pakistan, South Korea, and China. The effects of three product design dimensions on each form of psychological need satisfaction and the subsequent brand attachment were greater for Pakistanis than for Koreans and Chinese. In particular, relatedness satisfaction was found to be a stronger driver of brand attachment for Pakistanis and Chinese than for Koreans, whereas autonomy satisfaction was found to more promising at explaining consumer attachment to brands for Koreans than for Chinese. Competence and relatedness satisfaction failed to capture brand attachment for Koreans. Finally, implications for theory and practice are discussed.

Online publication date: Fri, 29-Nov-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the European J. of International Management (EJIM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com