Figure 1
The figure begins with three text boxes positioned on the left from top to bottom, labeled “Attachment Anxiety”, “Perceived Communal Relationship”, and “Perceived Exchange Relationship”. A solid arrow labeled “H 1 plus” extends from “Perceived Communal Relationship” to “Intrinsic Relationship Rewards”, and a dashed arrow extends to “Extrinsic Relationship Rewards”. A solid arrow labeled “H 2 plus” extends from “Perceived Exchange Relationship” to “Extrinsic Relationship Rewards”, and a dashed arrow extends to “Intrinsic Relationship Rewards”. Rightward arrows labeled “H 3 a plus” and “H 3 b plus” extend from “Intrinsic Relationship Rewards” and “Extrinsic Relationship Rewards”, respectively, to a box on the far right labeled “Consumer Brand Relationship”. A box at the top center labeled “Relationally Hierarchical (Ghana) versus Relationally Reciprocal (U K)” shows downward arrows labeled “H 4 a slash H 5 a” pointing to the arrow between “Perceived Communal Relationship” and “Extrinsic Relationship Rewards”. Another downward arrow from the “Relationally Hierarchical” box labeled “H 4 b slash H 5 b” points to the arrow between “Perceived Exchange Relationship” and “Intrinsic Relationship Rewards”. From “Attachment Anxiety” on the left, individual rightward arrows labeled “H 6 a” and “H 6 b” connect to the downward arrows from “Relationally Hierarchical (Ghana) versus Relationally Reciprocal (U K)” labeled “H 4 a slash H 5 a” and “H 4 b slash H 5 b”, respectively.Conceptual model