Psychological needs, brand attachment, and passion for themed-restaurant brands: A generational perspective

Abstract

Drawing on basic psychological needs theory, attachment theory, and generational cohort theory, this study examines how customers' satisfaction with autonomy, competence, and relatedness (ACR) influences their attachment to, and passion for, themed-restaurant brands. We further hypothesize that generational cohorts (i.e., Generation X, Y, and Z) act as key boundary conditions in these relationships. Data were collected from 379 themed-restaurant customers using a paper-and-pencil survey, and the hypothesized relationships were tested via structural equation modeling and multi-group modeling in AMOS 24.0. Results indicate that ACR satisfaction significantly enhances customer attachment, which, in turn, amplifies passion for themed restaurant brands. Additionally, the findings reveal that autonomy satisfaction has a stronger impact on brand attachment for Generation Y compared to Generations Z and X. While competence satisfaction appears to be more influential for Generation X, relatedness satisfaction is more prominent for both Generations Z and X.