Brand Attachment and the Compulsive Buyer

Abstract

In this paper we theorize the linkage between compulsive buying tendencies and brand attachment, which is moderated by brand popularity. Consumers who engage in compulsive buying try to alleviate negative feelings, which are temporarily forgotten and replaced with positive feelings (Faber & Christenson, 1996). The research is important because the phenomenon of compulsive buying is very serious while brand power has come to play a significant role in both firm strategic planning and consumer decision-making processes. We find that compulsive buying and brand attachment are positively related. However, the results are unclear in regards moderation effects of brand popularity