Measuring the antecedents of university students’ obsessive–compulsive buying behaviour of apparel: the mediating role of brand attachment

Abstract

This research provides value to marketing researchers and professionals in regard to what triggers customers to purchase compulsively by studying the impact of materialism and self-congruence on the obsessive–compulsive buying behaviour (OCBB) of apparel by university students and the mediating role of brand attachment on these relationships. A total of 322 online questionnaires were gathered from university students who shop frequently. The PLS-SEM approach was used for data analysis using the SmartPLS V.3.3.3. software. The findings show that there is a relationship between Materialism, Brand attachment, self-congruence, and OCBB and that both self-congruence and materialism influence brand attachment. Finally, Brand attachment mediates both the relationship between Materialism and OCBB, as well as that between Self-congruence and OCBB. This is one of the first researches to study the mediating role of brand attachment on both relationships in one conceptual model and in an emerging market. The suggested implications include the launch of an awareness campaign on the negative consequences of OCBB on young adults, especially with the current economic conditions. In addition to implications for apparel brand managers on how they can utilize the established relationships to enhance their marketing plans which could increase long-term profitability.