Shop ‘til you attach The brand relationship universe of compulsive buyers
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2025-06-19
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en
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This thesis explores the distinctions between compulsive buyers (CBs) and non-compulsive buyers (NCBs) in the context of brand relationships in the clothing category. The research problem centers on whether compulsive buying behavior leads to higher brand recall and stronger brand connections for both ordinary and luxury brands. Drawing on several theories, the study investigates how compulsive buying behavior affects consumers’ brand relationship universes. Data was collected through a survey incorporating the Brand Relationship Circle (BRC), a visual method capturing respondents’ attachment to brands. A combination of ANCOVA and binary logistic regression was used to test the hypotheses. Contrary to expectations, CBs did not demonstrate significantly stronger brand attachment or recalled a greater number of brands. However, when controlling for category involvement, some relationships emerged, suggesting that compulsivity alone does not drive stronger brand connections unless accompanied by high category relevance. The findings challenge the notion of compulsivity as an amplifier of brand relationships, highlighting the importance of situational and motivational factors. This research contributes to a more nuanced understanding of compulsive buying behavior and brand attachment.
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Faculteit der Managementwetenschappen