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

Cui, C., Mrad, M. and Hogg, M.K. 2018. Brand addiction: Exploring the concept and its definition through an experiential lens. Journal of Business Research. 87 (February), pp. 118-127. https://doi.org/10.1016/j.jbusres.2018.02.028

TitleBrand addiction: Exploring the concept and its definition through an experiential lens
TypeJournal article
AuthorsCui, C., Mrad, M. and Hogg, M.K.
Abstract

Brand addiction is one of the most important ways that consumers engage with brands. Other types of consumer-brand relationships include brand attachment, brand love, brand loyalty, brand passion and brand trust. This study provides an experientially grounded conceptualization and definition of brand addiction that distinguishes it clearly from other forms of consumer-brand relationships; and also from compulsive buying and acquisitive desire. Qualitative data from focus groups and projective-technique-based interviews were used to identify eleven salient properties which, in combination, characterize brand addiction: acquisitiveness; anxiety-irritability, bonding, brand exclusivity, collecting, compulsive urges, financial management versus debt tolerance, dependence, gratification, mental and behavioral preoccupation, and word of mouth. We compare brand addiction with the features of other consumer-brand relationships. The findings suggest that brand addiction is different from other consumer-brand-relationship concepts, and does not necessarily lead to harmful consequences for all brand addicts (unlike many other types of addiction).

KeywordsBrand addiction
Consumer-brand relationships
Definition
Focus group
Projective techniques
Salient properties
JournalJournal of Business Research
Journal citation87 (February), pp. 118-127
ISSN0148-2963
Year2018
PublisherElsevier
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2018.02.028
Web address (URL)https://www.journals.elsevier.com/journal-of-business-research
Publication dates
Published online26 Feb 2018
Published in printJun 2020

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