ALL YOU NEED IS brand love. The relationship of brand love and its consequences for compulsive buyers and non-compulsive buyers
This study examines to which degree compulsive buying behavior affects the relationship between brand love and its consequences, such as brand loyalty, positive/negative word of mouth and resistance to negative information. So far, little research has been done regarding this topic. A survey was conducted and resulted in a sample of 800 respondents, which was divided over compulsive buyers (244) and non-compulsive buyers (265). The findings suggest that there is a relationship between brand love and all its consequences. However, the relationship between brand love and brand loyalty and positive WOM was significantly higher. When moderating for compulsive buying behavior, almost no significant differences were found. Nevertheless, there are indications that there might be differences between the groups, possibly once equal groups are assumed. Therefore, further research on compulsive buying behavior and brand love is suggested in order for organizations to help compulsive buyers as their CSR.
Faculteit der Managementwetenschappen