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Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective

Author

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  • Faheem Gul Gilal

    (University of Science and Technology Beijing)

  • Jian Zhang

    (University of Science and Technology Beijing)

  • Rukhsana Gul Gilal

    (Sukkur IBA University)

  • Naeem Gul Gilal

    (Huazhong University of Science and Technology)

Abstract

Prior marketing investigations broadly capture brand passion by linking it to either intrinsic or extrinsic motivation. However, the effects of specific extrinsic motives (i.e., identified, introjected, and external) on the formation of brand passion have been neglected in the marketing literature. Furthermore, whether gender and age can differentiate the effects of different types of motivation on brand passion is entirely unknown. To address these gaps, the present study seeks to deepen our understanding of consumer brand passion by utilizing concepts from Organismic Integration Theory. When intrinsic motivation and the three types of extrinsic motivation (identified, introjected, and external) were assessed, external motivation was found to have the greatest effect on consumer brand passion. The moderation results suggest that intrinsic motivation better captures the brand passion of women than that of men, while external motivation appears to be more salient for men than for women. The moderation of age reveals that external motivation is more capable of capturing the brand passion of older customers, while introjected motivation is more promising for increasing brand passion among young customers. Finally, the authors provide an in-depth discussion of future research opportunities and this study’s limitations and implications for theory and practice.

Suggested Citation

  • Faheem Gul Gilal & Jian Zhang & Rukhsana Gul Gilal & Naeem Gul Gilal, 2020. "Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective," Review of Managerial Science, Springer, vol. 14(1), pages 87-113, February.
    • Handle: RePEc:spr:rvmgts:v:14:y:2020:i:1:d:10.1007_s11846-018-0287-y
    DOI: 10.1007/s11846-018-0287-y
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    References listed on IDEAS

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    Cited by:

    1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    2. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    3. Hang To Diem Tran & Minsook Kim, 2023. "Factors Influencing the Continued Intent to Use Virtual Interactive Platforms in Korean Small- and Medium-Sized Enterprises for Remote and Hybrid Work," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    4. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    7. Faheem Gul Gilal & Nisar Ahmed Channa & Naeem Gul Gilal & Rukhsana Gul Gilal & Zhenxing Gong & Na Zhang, 2020. "Corporate social responsibility and brand passion among consumers: Theory and evidence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2275-2285, September.
    8. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    9. Yuan, Ruizhi & Luo, Jun & Liu, Martin J. & Yannopoulou, Natalia, 2022. "“I am proud of my job”: Examining the psychological mechanism underlying technological innovation's effects on employee brand ambassadorship," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    10. Rukhsana Gul Gilal & Faheem Gul Gilal & Naeem Gul Gilal, 2024. "Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 251-264, May.

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    More about this item

    Keywords

    Intrinsic motivation; Identified motivation; Introjected motivation; External motivation; Brand passion; Age and gender;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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