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Purpose-We aim to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach-We used focus-group results to define brand addiction and generate items for the BASCALE, and validated the BASCALE with survey data collected in the UK. Findings-Based on the eleven brand-addiction features found from the focus groups, we define brand addition as an individual consumer's psychological state that pertains to a selfbrand relationship manifested in daily life and involving positive affectivity and gratification with a particular brand and constant urges for possessing the brand's products/services. Based on the survey study, we have established a valid 10-item brand addiction scale (BASCALE). Research limitations/implications-Due to the survey's setting in the fashion context in the UK, we do not intend to generalize the results to other product types and countries. Future research should replicate and refine the BASCALE in different brand categories and different countries. Practical implications-The BASCALE can serve marketers in the behavioral segmentation and assist brand managers to identify brand addict consumers and maintain long-term relationships with them. Originality/value-We have developed a definition of brand addiction and a valid brand addiction scale (BASCALE), which one can use for a wide range of theoretical and empirical research in the marketing and psychology fields. The definition and BASCALE also serve to

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Purpose Although emerging literature has discussed different consumer–brand relationships and addictive behavior constructs, to date, it has not explored the brand addiction phenomenon. This study aims to undertake a conceptual inspection to better understand the nature of the brand addiction phenomenon, thereby providing a clear and concise conceptual definition. Design/methodology/approach To develop a concise definition of brand addiction, the researcher applies a conceptual development procedure, which identifies potential attributes of brand addiction by assembling a descriptive set of definitions, collecting the construct’s key attributes, generating a preliminary definition of brand addiction, identifying unique and shared attributes of brand addiction with other constructs in related areas and, finally, refining the conceptual definition based on a set of guidelines. Findings This study defines brand addiction as a psychological state that entails an emotional attachment to a particular brand, driven by compulsive urges that generally provide pleasure. This involves dependence, habit formation, loss of control, failure to withstand impulses and tension before starting the behavior related to the addicted brand. In addition, some of the following attributes might also characterize brand addiction: social, mental and behavioral preoccupation with the brand, tolerance development, frequent engagement in activities related to the brand, restlessness or irritability when unable to engage in activities/behaviors related to the addicting brand, repeated efforts to stop the behavior and dismissal of occupational, social and recreational activities to engage in activities related to the addicting brand. Originality/value Since the concept of brand addiction has not been empirically tested, this paper has the potential to append a compulsory conceptual understanding of the concept of brand addiction by developing an accurate definition that serves in discriminating the focal concept from other constructs in related areas, and helps advance subsequent work for theory development.