Brand addiction: Exploring the concept and its definition through an experiential lens

Cui, Charles; Mrad, Mona; Hogg, Margaret K.

doi:10.1016/j.jbusres.2018.02.028

Cited by 68 publications

(154 citation statements)

References 69 publications

(82 reference statements)

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“…Brand addiction refers to the strongly emotional connection of consumers (Cui et al, 2018), thus, they easily ignore the brand scandals, or negative information (Lee et al, 2017;Wakefield and Bennett, 2018). Self-identity refers to the selves, identities, and self-schemas that show people's sense of who they are (Belk, 1988;Escalas et al, 2013;Hogg et al, 2000), and strongly builds up self-brand connection through self-brand congruence (Wallace et al, 2017).…”

Section: H1: Social Comparison Is Likely To Develop Brand Addictionmentioning

confidence: 99%

“…Both brand love and brand attachment demonstrate the affective connection between the brand and consumers (Carroll and Ahuvia, 2006;Park et al, 2010). Brand relationships become more intensified and tighten consumers' loyalty, causing the compulsive urge and debt tolerance to possess the collection of any new brand products (Cui et al, 2018). Brand addiction (BA) covers a higher degree of loyalty, commitment, and mental behavior (Mourad, 2015;Mrad and Cui, 2017b).…”

Section: Introductionmentioning

confidence: 99%

“…Brand addiction (BA) is a new brand construct, which refers to consumers' addictive behavior, with consumers particularly loving the brand, and compulsively buying the brand's products (Cui et al, 2018;Weinstein et al, 2016). Their intensive emotions and thinking are always toward the brand (Das et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Social comparison effects on brand addiction: A mediating role of materialism

2020

Heliyon

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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.

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Section: H1: Social Comparison Is Likely To Develop Brand Addictionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Social comparison effects on brand addiction: A mediating role of materialism

2020

Heliyon

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“…Romantic love, however, showed dispositions toward more impulsive, intimate, and passionate relationships compared to brand love. The marketing literature stresses the importance of building impulsive, intimate, and passionate relationships between brands and consumers (Shimp and Madden, 1988;Fournier, 1998Fournier, , 2014Keller, 2001;Thomson et al, 2005;Carroll and Ahuvia, 2006;Park et al, 2008;Albert et al, 2009;Albert and Valette-Florence, 2010;Lastovicka and Sirianni, 2011;Sarkar, 2011;Batra et al, 2012;Sarkar et al, 2012;Cui et al, 2018;Mrad, 2018). Thus, while these strong emotions are important elements for brand love, we did not observe activation of brain regions related to impulsive, intimate, and passionate relationships in brand love in the present study.…”

Section: Different Brain-activated Regions: Brand Love and Typical Inmentioning

confidence: 99%

Neural Substrates of Brand Love: An Activation Likelihood Estimation Meta-Analysis of Functional Neuroimaging Studies

Watanuki

Akama

2020

Front. Neurosci.

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Brand love is a critical concept for building a relationship between brands and consumers because falling in love with a brand can lead to strong brand loyalty. Despite the importance of marketing strategies, however, the underlying neural mechanisms of brand love remain unclear. The present study used an activation likelihood estimation meta-analysis method to investigate the neural correlates of brand love and compared it with those of maternal and romantic love. In total, 47 experiments investigating brand, maternal, and romantic love were examined, and the neural systems involved for the three loves were compared and contrasted. Results revealed that the putamen and insula were commonly activated in the three loves. Moreover, activated brain regions in brand love were detected in the dorsal striatum. Activated regions for maternal love were detected in the cortical area and globus pallidus and were associated with pair bonds, empathy, and altruism. Finally, those for romantic love were detected in the hedonic, strong passionate, and intimate-related regions, such as the nucleus accumbens and ventral tegmental area. Thus, the common regions of brain activation between brand and romantic love were in the dorsal striatum. Meanwhile, no common activated regions were observed between brand and maternal love except for the regions shared among the three love types. Although brand love shared little with the two interpersonal (maternal and romantic) loves and relatively resembled aspects of romantic rather than maternal love, our results demonstrated that brand love may have intrinsically different dispositions from the two interpersonal loves.

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“…In the context of online purchasing, brands refer to consumers' perceptions of the value they receive from interacting and evaluating their experiences with a retailer and its products or services sold online. A brand sold online may entail a unique concept, attributes, features, design, symbols, text, or a combination of these, employed in creating an image that identifies a product and develops a competitive advantage (Cui, Mrad, and Hogg ). Buying a brand from a chosen retailer (online or offline) is a distinct yet related process in the consumer purchasing process, as consumers may prefer a brand or retailer due to their loyalty preferences to either the brand or retailer or both.…”

mentioning

confidence: 99%

Online Repurchasing: The Role of Information Disclosure, Hope, and Goal Attainment

Fazal‐e‐Hasan¹,

Ahmadi²,

Mortimer³

et al. 2019

Journal of Consumer Affairs

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The emergence of online purchasing has changed the relationship between consumers and brands. Our research focuses on online information disclosure and consumer hope in an online shopping environment. Two studies are undertaken to test the theoretically derived hypotheses. Study 1 evaluates the causal relationship between information disclosure and hope via an experiment in an online shopping context. Study 2 involves an online survey to test the nomological network presented in this research. The models identify the moderating effect of consumer product knowledge on online information disclosure and consumer hope. For academics, this research advances knowledge of how consumers' confidence in sharing personal information develops hope, consequently enabling them to attain their goals and repeat their purchases. For practitioners, it offers a better understanding of how investments are successful in aiding consumers to attain their goals and generate repeat purchase intentions in an online shopping environment.

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Brand addiction: Exploring the concept and its definition through an experiential lens

Cited by 68 publications

References 69 publications

Social comparison effects on brand addiction: A mediating role of materialism

Social comparison effects on brand addiction: A mediating role of materialism

Neural Substrates of Brand Love: An Activation Likelihood Estimation Meta-Analysis of Functional Neuroimaging Studies

Online Repurchasing: The Role of Information Disclosure, Hope, and Goal Attainment

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