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

Summary/Abstract: Purpose: Drawing on self-determination theory (SDT), this article aims to examine the impact ofcustomers’ 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 brandsis significantly influenced by extrinsic religiosity, while intrinsic religiosity has trivial influencein boosting purchase intention for a luxury brand. Our results for moderation analysis further showthat 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 intentionfor a luxury brand is fortified more by extrinsic religiosity when customer brand loyalty is low thanwhen 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’ intrinsicand extrinsic religiosity affected the purchase intentions of luxury brands in the emerging market.

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