{"title":"I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction","authors":"Vivek Pani Gumparthi, D. Jog, Preeti Sharma","doi":"10.1177/09722629231168758","DOIUrl":null,"url":null,"abstract":"Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629231168758","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.
期刊介绍：
Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.
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