Differences between compulsive and non-compulsive buyers’ love towards brands

Keywords
Loading...
Thumbnail Image
Issue Date
2019-06-25
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This study investigates how compulsive and non-compulsive buyers differ on brand love. The examination of brand love as a multi-component higher-order construct provided in-depth insights into the differences between compulsive and non-compulsive buyers on the different brand love components. The research was conducted using ANCOVA. We examined the following brand love components as conceptualized by Batra et al. (2012): 1) self-brand integration, 2) passion-driven behaviors, 3) positive emotional connection, 4) long-term relationship, 5) anticipated separation distress and attitude valence. Further, we used the brand love scale of Bagozzi et al. (2017) and the compulsive buying scale of Ridgway et al. (2008). The findings demonstrate that feelings of brand love are more prominent for compulsive buyers than for non-compulsive buyers. Further, the results reveal that the brand love components have a situationally varying impact on the overall degree of brand love for the two consumer groups. We find that self-brand integration, passion-driven behaviors and positive emotional connection are more prominent for compulsive buyers than for non-compulsive buyers. However, we find no differences regarding long-term relationship, anticipated separation distress and attitude valence.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen
Specialisation