Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption

By Mona Mrad, C. Cui. Journal of business research, 2020

88 citations recorded by the source corpus.

While compulsive buying and brand addiction are both addictive consumption, little is known about how they jointly impact on consumers. This research demonstrates that compulsive buying and brand addiction are distinct phenomena and may co-occur. Data from this research demonstrates that while compulsive buying has negative impacts, brand addiction does not result in debt and has positive impacts on self-esteem and life happiness. Compulsive buying is positively related to brand addiction, and brand addiction positively mediates the relationships between compulsive buying and debt avoidance, self-esteem and life happiness. This research introduces a new perspective on theorizing comorbid addiction of compulsive buying and brand addiction by providing evidence that brand addiction may not be pathological, and compulsive buying's negative effects may be weakened or eliminated in the presence of brand addiction. It opens avenues for further research to create broader and more parsimonious theoretical models for responsive marketing approaches to addictive consumption.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5fc607c2dccbd6f05d92380fc50cb46d677fb675

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Citations in the corpus

• Heavy social networking and online compulsive buying: the mediating role of financial social comparison and materialism (2021, background): “The term itself describes a chronic, repetitive, and uncontrollable impulse to buy, driven primarily by negative events or emotions and is often linked to dire psychological, societal and financial consequences (Dittmar, 2004; Grougiou et al., 2015; Mrad & Cui, 2020; Roberts et al., 2014).”