ELEVATING CONSUMER'S AFFECTION HEADED FOR BRAND

Abstract

This study examines how consumers develop an attachment to a brand based on its perceived genuineness and how this attachment influences their purchase intentions and compulsive buying behavior. The study was conducted using a purposive sampling approach and self-headed survey applications filled by 115 individuals in Karachi, Pakistan. The study found that materialism is positively associated with impulsive purchasing and brand attachment, and strongly influences obsessive-compulsive buying. Brand attachment has a significant relationship with compulsive buying, consumer outcomes, and social networking sites and affects consumer behavior. Customer engagement also has a significant relationship with obsessive-compulsive buying, brand loyalty, and customer trust and shows the multiple outcomes of brand attachment. The study also found that there is a strong link between utilitarian value and compulsive purchase. The research model used brand attachment and customer trust as mediating variables. However, the study has limitations such as a limited sample size due to the COVID-19 situation and the use of convenience sampling. Future studies should consider using larger sample sizes, additional variables, and moderators in the research model to achieve more accurate results. Overall, this research emphasizes the critical role of brand attachment and customer trust as mediators in impulsive and obsessive-compulsive purchase behaviors and provides a holistic understanding of the interconnections between consumer behavior, brand attachment, customer trust, and other variables.