| Popis: |
This research introduces the concept of “brand addiction” as a new marketing construct. Employing conceptual development, the concept of brand addiction is defined as a psychological state that entails an obsessive relationship between the consumer and a specific brand. To examine the phenomenon of brand addiction, the present research was designed based on a partial sequential mixed methods research in which a qualitative study was followed by a quantitative study. Arguing that research on brand addiction should be built based on an understanding of how consumers experience this phenomenon in reality, the research incorporated a series of four qualitative focus group studies to uncover the possible core features, motives, and consequences of the brand addiction prototype using discursive psychological perspective. Survey data were subsequently used to generate the brand addiction measurement scale and to test the brand addiction theoretical model. Using exploratory and confirmatory factor analyses, the brand addiction measurement scale employed 14 core elements. In addition to the brand addiction core features, the brand addiction prototype comprises brand trust, ideal, and actual self-image congruence and fashion interest as its antecedents. Furthermore, the brand addiction prototype includes the feeling of guilt, appearance esteem, debt attitude, and life happiness as its consequences. This research concludes with a presentation and discussion of the theoretical and managerial implications. The research findings provide an understanding of and deep insights into the brand addiction phenomenon, thereby adding to the existing body of literature. |
