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

Faheem Gilal,Rukhsana Gul Gilal,Naeem Gul Gilal,Na Zhang,Abdul Khalique Gadhi

doi:10.7206/cemj.2658-0845.20

Abstract

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.

Highlights

Since the creation of the world, the religious beliefs and morals of a particular religion significantly influenced the shaping of social behavior (Mokhlis, 2020)
The study contributes to investigations into whether intrinsic religiosity and extrinsic religiosity are capable of increasing customers’ purchase intentions for luxury brands and whether intrinsic religiosity or extrinsic religiosity is more promising in these relationships
We explored whether customer brand loyalty contributed to enhance or undermine the influence of customer intrinsic religiosity and extrinsic religiosity on luxury brand purchase intention

Summary

Introduction

Since the creation of the world, the religious beliefs and morals of a particular religion significantly influenced the shaping of social behavior (Mokhlis, 2020). Distinctions in spiritual relations have a propensity to impact the way an individual spends his/ her life (Moschis, Mathur, and Sthienrapapayut, 2020), make decisions about the consumption (Gilal, Zhang, and Gilal, 2018a; Hashim, Musa, Nazri, and Ab Rahman, 2020), and purchase products they associate with themselves (Khan, Ghani, and Aziz, 2019). Scholars show interest toward religion-based studies and have invited their attention by investigating the impacts of devotion to a religious way of life on purchase intentions for luxury brands (Salam, Muhamada, and Leong, 2019; Ustaahmetoğlu, 2020) and products made in other countries (Ahmed, Anang, Othman, and Sambasivan, 2013)

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