Brand Addiction, A New Dimension for Consumer Buying Behaviour

Abstract

Brand addiction refers to a psychological and behavioural pattern where individuals become excessively attached or devoted to a particular brand or brands. This behaviour is characterized by an intense loyalty and dependence on a specific brand or products associated with it. Brand addiction is a psychological disorder characterized by a consumer's compulsive attachment to a specific brand. Marketing strategies, consistent quality, social influence etc. are some of the factors contributing to brand addiction. The present study aimed at understanding the concept of brand addiction and also aimed at examining the phenomenon of brand addiction on consumer buying behaviour. The sample size for the study was 408. Data was collected from the customers residing in Dakshina Kannada District. Statistical tools like SPSS and AMOS 26 were used for data analysis and model testing. The study result showed that brand addiction plays a vital role in consumer buying behaviour. The study result proved that consumer buying behaviour was highly influenced by brand addictions. It also showed that brand addiction influences the attitude of the customer which in turn affects their buying behaviour.

HIGHLIGHTS

• The study aims at understanding the concept of brand addiction and also examining the role of brand addiction on consumer buying behaviour.


• This research emphasis on the significant factor like brand trust, love and attachment with compulsive buying behaviour by consumers.


• The study examines the mediating role of brand addiction on compulsive buying behaviour.


• This research aims at highlighting the factors leading to compulsive buying behaviour of the consumers.