Vilakshan: The XIMB Journal of Management. Sep2012, Vol. 9 Issue 2, p77-90.
This study attempts to address the moderating role of hedonic versus utilitarian nature of the product on the relationship between self congruence (both real and ideal) and emotional brand attachment.
Self-Determination Theory (SDT) is a theory of motivation. It is concerned with supporting our natural or intrinsic tendencies to behave in effective and healthy ways. SDT has been researched and practiced by a network of researchers around the world.