Brand Addiction Research Articles

A test of moderated serial mediation model of compulsive buying among Gen Z fandoms moderated by trash talking

Purpose The study aims to identify the factors that influence young consumers’ compulsive buying, particularly Gen Z consumers who exhibit fandom qualities such as sharing the same interests and being willing to collaborate with others. This study investigates the direct and indirect impact of brand love and brand addiction on the relationship between social media addiction and compulsive buying. Design/methodology/approach The study collected data from 338 Gen Z fandoms. The snowball sampling approach is used to determine and collect data from the sample. To test for hypotheses, the study used the PROCESS macro with bootstrapping techniques to explore the direct and indirect relationships, as well as the moderated serial mediation model in this study. Findings The study found that social media addiction influences compulsive buying via the hierarchical linkages between brand love and brand addiction. Trash talking functions as a stimulant, amplifying the effect of brand addiction on compulsive buying. Research limitations/implications The data were collected from young Thai consumers; thus, the generalizability aspect of the research is limited and needs to be tested in different countries and cultures. Originality/value This research provides several key contributions to the understanding of compulsive buying behavior among Gen Z, particularly within the context of a developing country. By integrating the stimulus-organism-response framework and psychological theories, this study offers a nuanced understanding of how social media addiction influences emotional and behavioral outcomes. Previous studies have primarily focused on these variables in isolation. The study fills this gap by demonstrating the sequential pathway through which social media addiction translates into compulsive buying behavior via brand love and brand addiction.

Exploring the antecedents and consequences of brand addiction among Iranian consumers

Purpose Because brand addiction is one of the most intense forms of consumer–brand relationships, this type of behavior has recently attracted the attention of researchers in the field of consumer behavior management. The purpose of this paper is to investigate the antecedents and consequences of brand addiction among Iranian consumers. Design/methodology/approach This research used a cross-sectional study based on a questionnaire to collect data from a sample of 401 people in Iran. Structural equation modeling was used to test the hypotheses. Findings This study found that brand love and brand involvement significantly influence brand addiction. Brand addiction was also positively associated with contingent self-esteem (CSE), compulsive shopping and resilience to negative information. Additionally, the results revealed a positive and significant effect of brand involvement on brand love and a similar positive and significant effect of CSE on compulsive shopping. Originality/value By examining the antecedents and consequences of brand addiction in an Islamic country, this research offers valuable insights that can enrich the literature on brand addiction in consumer behavior and brand management.

EXPRESS: Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem

Focusing on the implications of xenocentric behavior for consumer well-being, we investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification-, self-concept-, and reference group theories, we develop a competitive mediation model and test it on samples of Italian (N=456) and Peruvian (N=203) consumers. Our results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. Our findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being and have important practical implications for both foreign and domestic producers.

Understanding masstige wine brands’ potential for consumer-brand relationships

PurposeThis study aims to fill various gaps detected in the literature on mass prestige (hereafter referred to as masstige) theory. The originality of the work stems from the multidimensional application of Paul’s (2015) model, the introduction of brand addiction as a construct from the consumer-brand relationship (CBR) theory within the context of wines and the exploration of a new and less studied sector in masstige strategies.Design/methodology/approachA structured questionnaire was distributed to collect data from masstige wine brand buyers in Portugal, of whom 166 completed the questionnaire correctly. A conceptual model was developed and tested using partial least squares structural equation modelling.FindingsThe findings include that only two dimensions of Paul’s (2015) masstige scale affect brand addiction: brand knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored.Originality/valueThis research added a CBR perspective to masstige theory and applied masstige theory to wine brands for the first time. These three distinctive aspects collectively contribute to the novelty and significance of the research, opening up exciting possibilities for future investigations and providing a valuable contribution to the academic community and the wine industry alike.

Brand and addiction: A network analysis of scientific literature.

The paper conducts a network analysis of the fragmented literature on brand and addiction. A thematic map, thematic evolution, word cloud, co-citation analysis, and cooperation networks were utilized to identify brand addiction study trends and topics. The data show that marketing and psychiatry have interdisciplinary groupings and multidisciplinary publications. These groups reflect societal changes, particularly the shift from traditional to digital challenges. Fast food addiction is different from alcohol and cigarette addictions due to its ease and extensive marketing. The decline in internet and gambling addiction suggests a shift in priorities. This research helps researchers, policymakers, and practitioners in addiction prevention and intervention. The study also understands brand addiction and its effects on psychology, psychiatry, and management by providing insights into emerging topics, thematic maps and evolution of studies, collaboration opportunities, geographical distribution of studies, and more.

Effects of compulsive buying on debt avoidance and self-esteem: Can brand addiction serve as a socially responsible mediator?

Background: Despite its controversial features, compulsive buying is gaining increasing attention in recent scientific marketing literature. A particular emphasis is focused on the overlap between compulsive purchasing and addiction to the brand, as well as an analysis of the combined effects of these two forms of addictive consuming on consumers. Purpose: This study aims to investigate the connection between brand addiction and compulsive buying, as well as the individual and combined effects of these constructs on self-esteem and debt avoidance. Testing differences between consumers of different genders was also carried out. Study design/methodology/approach: Data were gathered using a questionnaire in the form of a self-assessment that included demographic questions as well as questions about compulsive buying, brand addiction, avoiding debt, and self-esteem. Upon gathering online data in Bosnia and Herzegovina, partial least squares analysis was performed to analyze the data using structural equation modeling. Findings/conclusions: The study's findings show that brand addiction and compulsive buying are positively associated. Brand addiction serves as a beneficial mediator between compulsive buying and the goals of debt avoidance and self-esteem, acting as a counterbalance to the detrimental effects of compulsive buying. The study's findings indicate that there are no appreciable differences in the aforementioned correlations between men and women. This study offers empirical proof that compulsive buying and brand addiction are separate but related behaviors. These findings improved the conceptual implications of these two crucial ideas and provided brand managers and marketers with a useful tool for strategic brand management and strategic marketing management in general. Limitations/future research: Future research can develop conceptual models that are more appropriate, containing characteristics that predict addictive behavior, as well as models for marketing strategies that are sensitive to addictive consumption.

Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands

Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands

What drives addiction on social media sites? The relationships between psychological well-being states, social media addiction, brand addiction and impulse buying on social media

Participation in social media sites may be attractive to millions of users as it offers many social and emotional rewards. However, relying on social media sites for relief from everyday stress, anxiety and loneliness involves risks of an unhealthy dependence. Understanding addiction behaviors on social media-addiction to social media as well as addiction to brands and impulse buying on social media, is important in order to identify ways to protect consumers’ well-being. This research is among the first to examine the relationships between social media addiction, brand addiction, impulse buying and psychological well-being states in the context of social media. We conduct an online survey with social media users (18–44 years of age), and we analyze the tested relationships using structural equation modelling. Results reveal that social media addiction and brand addiction/impulse buying on social media are distinct addiction types. Social media addiction is predicted by anxiety/loneliness and emotional suppression (negative well-being states). Brand addiction/impulse buying, meanwhile, is positively predicted by social media addiction as well as a positive psychological route (mindfulness, happiness, self-esteem). Implications for theory and practice are discussed.

Online Compulsive Buying and Brand Addiction in Indonesia: The Importance of Using Fear of Missing Out and Social Commerce Interactivity

The research aimed to investigate the impact of fear of missing out and interactivity on online compulsive buying and brand addiction, drawing upon the theoretical framework of compensating the internet use method. The data were obtained through an online questionnaire, which was satisfactorily filled out by 133 participants. The participants were individuals who had engaged in online compulsive buying behavior and exhibited addiction to purchasing specific brands. The statistical data analysis involved utilizing structural equation modeling with partial least squares (SEM-PLS). The findings indicate that the presence of fear of missing out and interactivity have the potential to enhance consumers’ propensity to engage in online compulsive buying and develop brand addiction. Individuals who exhibit a proclivity for engaging in obsessive online purchasing behavior might have been incentivized to develop brand addiction. The researchcontributes to the existing literature on the theory of compensating internet use. It proposes that individuals may be motivated to participate in online activities to alleviate negative feelings from challenging situations.

Brand addiction and compulsive buying in female consumers' relationships with food brands

PurposeThe aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers.Design/methodology/approachTo test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted.FindingsFindings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem.Originality/valueThe study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.

Political brand experience and voting intention: Is there a relation?

The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

PurposeThe expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands.Design/methodology/approachSurvey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis.FindingsAccording to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers.Research limitations/implicationsThis study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction.Practical implicationsThis paper provides insights for current and future marketers and managers, especially in Iran.Originality/valueThis investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.

I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction

Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.

The role of brand love and brand jealousy in the formation of brand addiction

The role of brand love and brand jealousy in the formation of brand addiction

When love leads the way! Conceptualizing triangular theory of love and expectations-confirmation theory in Islamic banking

PurposeThis study aims to analyze the mediating effect of brand love (BRL) on the relationship between service quality and brand addiction (BRA) among Islamic banks. Past studies have noted that customer satisfaction as the primary means of studying customer behaviour needs to be reconsidered because even satisfied customer switch brands, and the dissatisfied customer have repurchasing intentions. Therefore, considering BRL and BRA can be a new way of studying customer behaviour in Islamic banking.Design/methodology/approachThis study used a structured questionnaire administered to 380 customers of Islamic banks. The study used structural equation modelling and Process Macro test in the analysis.FindingsThe empirical findings of this study suggest that service quality is positively and significantly related to BRL and that BRL positively and significantly relates to BRA. Furthermore, the findings indicate that BRL mediates the relationship between service quality and BRA.Research limitations/implicationsThe findings of this study have revealed that the triangular theory of love and expectation-confirmation theory can be combined to explain the relationship between service quality and loving relationships among customers of Islamic banks.Practical implicationsThe study provides ways in which service providers can use service qualities to manage BRL and addiction. Based on the positive and significant relationships, managers of Islamic banks can build service qualities that are vital for creating BRL and BRA.Originality/valueThe link between service quality, BRL and BRA is not adequately established, especially in Islamic banking. This is important to be established because studying consumer psychology is currently considered a vital strategy for customer repurchasing and switching barriers in the modern banking business. Furthermore, integrating two theories, the triangular theory of love and expectation-confirmation theory, provide a new way of combining two theoretical aspects from different disciplines.

Brand love and brand addiction and their effects on consumers' negative behaviors

Purpose This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety. Design/methodology/approach A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus. Findings While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant. Research limitations/implications The main limitation of this study was its single-country cross-sectional convenience sample. Practical implications While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety. Originality/value To the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.

Pemanfaatan Media Sosial sebagai Sarana Komunikasi Pemasaran untuk Meningkatkan Brand Addiction

This study aims to find out how to use social media as a means of marketing communication for Femiaura Beauty to increase brand addiction, especially in the Tangerang Serpong area. The research method used is a qualitative method with observation and interviews. The interviews conducted were validated using triangulation of data sources. Respondents in this study were owners of Femiaura Beauty, 3 employees of Femiaura Beauty, and 7 customers of Femiaura Beauty. The collected data is analyzed using The Circular Mode of Somee analysis model, including elements of share, optimize, manage, engagement. The results showed that Femiaura beauty has used social media as a means of marketing communication well. Sales generated from social media are increasing. Many customers also promote word of mouth, review on social media, and recommend to their friends. In addition, with the existence of social media, customers become easier to communicate, no need to come to the treatment center. In conclusion, social media can be used as a means of communication in increasing brand addiction.
 Keywords: Brand Addiction, E-Marketing, Social Media

Impact of Big Five Personality Traits on E-Wom: Mediation of Brand Addiction and Moderation of Self-Liking

This research examines the impact of brand addiction and self-liking in the relationship between big fiver personality traits and Electronic word of mouth (E-WOM). This research study is based upon a survey method, data from 233 respondents were collected to examine the impact of independent on dependent variables through mediation and moderation. Mediation and moderation were tested through Process and Hayes. The results of the present study show that the big five personality traits are a significant association with E-WOM. Results also reveal that brand addiction mediates while self-liking does not moderate the association between big five personality traits and E-WOM. This study also includes managerial implications, limitations and direction for future research.

Innovation comorbidity of compulsive buying and brand addiction among the younger generation

The purpose of the study is to discover whether brand addiction influences compulsive buying behaviour among fast moving consumer goods (FMCG) consumers. Also, to investigate the importance of brand addiction and compulsive buying behaviour exhibited by FMCG consumers. The utilisation of descriptive research design is carried out. The information was gathered from 397 FMCG buyers utilising a random sampling technique. For the research, the information was gathered utilising the questionnaire. The researcher also employed Pearson Correlation and Regression analysis to examine the data. The data can be interpreted based on the majority of retail FMCH customers being female, aged 30-45, and working in the private sector. Favourite, prestigious brand and previous experience from the brand, making the respondents addicted to the brand. Respondents' obsessive buying behaviours include price, low maintenance costs, and product quality. It was further found that it can be interpreted to show an important impact of brand addiction on compulsive buying behaviour among FMCG consumers.

Innovation Comorbidity of Compulsive Buying and Brand Addiction among the Younger Generation

Innovation Comorbidity of Compulsive Buying and Brand Addiction among the Younger Generation