Title: The role of need-supportive advertisement appeals in bringing defunct brands back to life: a basic psychological needs theory perspective

Authors: Faheem Gul Gilal; Rushna Khalil; Rukhsana Gul Gilal; Naeem Gul Gilal

Addresses: Department of Business Administration, Sukkur IBA University, Sukkur, 65200, Sindh, Pakistan ' Department of Business Administration, Sukkur IBA University, Sukkur, 65200, Sindh, Pakistan ' Department of Business Administration, Sukkur IBA University, Sukkur, 65200, Sindh, Pakistan ' Department of Business Administration, Sindh University. Campus Mirpurkhas, 69000, Pakistan

Abstract: Using two theoretical lenses: basic psychological needs theory and gender schema theory, this study aims to investigate the effect of need-supportive (e.g., autonomy, competence, and relatedness) advertisement appeals on customer participation in the brand resurrection movement (BRM) via the mediation of brand passion. We also hypothesise customer gender (male vs. female) as a moderating variable in these relationships. A paper and pencil survey was used to recruit n = 215 customers of defunct brands, and the data were analysed in AMOS 24.0 using structural equation modelling and multi-group modelling techniques. When the autonomy, competence, and relatedness-supportive advertisement appeals were evaluated, the relatedness-supportive advertisement was found to have the greatest effect on BRM through increasing their brand passion. Multi-group modelling results established that the effect of competence-supportive advertisement appeal is promising for increasing female customers' participation in BRM, whereas relatedness-supportive advertisement appears to be more salient for male customers' BRM via brand passion.

Keywords: BRM; brand resurrection movements; autonomy-supportive advertisement appeals; competence-supportive advertisement appeals; relatedness-supportive advertisement appeals; brand passion.

DOI: 10.1504/IJTPM.2024.135974

International Journal of Technology, Policy and Management, 2024 Vol.24 No.1, pp.50 - 70

Received: 18 Oct 2022
Accepted: 07 Feb 2023
Published online: 11 Jan 2024 *