Social comparison effects on brand addiction: A mediating role of materialism
| Autor: | Minh T. H. Le |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
0301 basic medicine
Brand addiction media_common.quotation_subject Interpersonal relations Structural equation modeling 03 medical and health sciences Interpersonal relationship 0302 clinical medicine Willingness to pay medicine Personality Materialism lcsh:Social sciences (General) lcsh:Science (General) media_common Social comparison theory Marketing Multidisciplinary Addiction medicine.disease Consumer-brand relationships Consumer attitude 030104 developmental biology Individual differences Social comparison lcsh:H1-99 Addictive behavior Psychology Social psychology 030217 neurology & neurosurgery Research Article lcsh:Q1-390 |
| Zdroj: | Heliyon, Vol 6, Iss 11, Pp e05460-(2020) Heliyon |
| ISSN: | 2405-8440 |
| Popis: | This research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an antecedent leading to addictive behavior. Materialism mediates and increases the addictive behavior when consumers are significantly impacted by social comparison. In addition, brand addiction leads to word-of-mouth and willingness to pay premium price when consumers are set under social comparison and materialistic tendency. The managerial and theoretical application is also provided in this research. Consumer-brand relationships; Brand addiction; Social comparison; and Materialism; Marketing; Consumer attitude; Personality; Individual differences; Interpersonal relations |
| Databáze: | OpenAIRE |
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