Compulsive buying of brands, its antecedents, and the mediating role of brand love: insights from Vietnam

Abstract

The purpose of this study was to investigate the synergy of self-brand connection and materialism on brand love and the negative impact of this relationship. Brand-love consumers display compulsive buying behavior because of their obsessive bond with their favorite brand. Partial least squares structural equation modeling was used to check the hypotheses and path analyses. The findings suggested that self-brand connection and materialism trigger brand love with emotional connections. Brand love, in return, was linked to higher levels of compulsive buying. Obsessive passion positively mediated the relationship between brand love and compulsive buying. Brand love also led to negative consequences concerning material behavior, self-identity connection, and obsessive passion. Both theoretical and practical implications are discussed.