Effects of Self-Expressive Brand and Susceptibility to Interpersonal Influence on Brand Addiction: Mediating Role of Brand Passion

Bai, Shizhen; Yin, Yimu; Yu, Yubing; Wei, Sheng; Wu, Rong

doi:10.3389/fpsyg.2021.602023

Cited by 10 publications

(16 citation statements)

References 50 publications

(85 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The few empirical studies that have been conducted on brand addiction have identified social comparison and materialism (Le, 2020) and brand self-expressiveness, brand innovativeness and brand authenticity as influences on brand addiction (Francioni et al , 2020). Most recently, Bai et al (2021) found that brand passion, a component of brand love, directly influences brand addiction. Likewise, Le (2020, p. 1) argued that brand addiction “refers to consumers' addictive behavior, with consumers particularly loving the brand,” finding it associated with being a more intense but unhealthier relationship with a brand.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Brand love and brand addiction and their effects on consumers' negative behaviors

Junaid

Fetscherin

Hussain

et al. 2022

EJM

View full text Add to dashboard Cite

Purpose This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety. Design/methodology/approach A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus. Findings While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant. Research limitations/implications The main limitation of this study was its single-country cross-sectional convenience sample. Practical implications While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety. Originality/value To the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

“…The first to introduce the concept of brand addiction were Mrad andCui (2016, 2017). The literature on brand addiction is still nascent, and researchers are mostly focused on its conceptualization and operationalization (Bai et al, 2021). In fact: [.…”

Section: Introductionmentioning

confidence: 99%

Brand love and brand addiction and their effects on consumers' negative behaviors

Junaid

Fetscherin

Hussain

et al. 2022

EJM

View full text Add to dashboard Cite

show abstract

“…Consumers become emotionally connected to the brand as the brand carries the meaning of their idols. Therefore, companies that integrate idols into their brands can stimulate the emotional migration of fan consumers ( Ilicic and Webster, 2014 ), enhance their recognition of the brand and its emotional value, and kindle positive emotions ( Bai et al, 2021 ). The perceived emotional value of the brand interacts with the consumer’s brand experience to ultimately produce brand passion.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?

Chen

et al. 2022

Front. Psychol.

View full text Add to dashboard Cite

The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many companies use to enhance their appeal to fan consumers and increase their brand equity. Fan consumers demonstrate passion and admiration for their idols, and this psychological phenomenon affects their cognition of brands that are endorsed by their favorite celebrity figures. The purpose of this study was to explore the influence mechanism that propels fan consumers’ brand loyalty and the mediating effects of brand passion and brand attachment. Our results revealed the following key findings: (1) brand personality attraction, perceived emotional value, brand-based self-realization, and relatedness needs satisfaction have a significant effect on brand passion; (2) perceived emotional value and relatedness needs satisfaction have a significant effect on brand passion attachment; (3) brand passion can directly affect brand loyalty, but it also indirectly affects brand loyalty through brand attachment; (4) brand personality appeal, brand-based self-realization, and relatedness needs satisfaction can influence brand attachment through brand passion and ultimately have an impact on brand loyalty; (5) brand perceived emotional value and relatedness needs satisfaction affect brand loyalty through brand attachment. These findings have several implications for enterprises that want to meet fan consumers’ emotional needs, enhance brand loyalty through the use of idol brand endorsement, or implement brand campaigns that involve idols.

show abstract

“…Interpersonal influence is a type of social influence of group members that encourages or forces others to confirm the group's values. The other two types of social influence are normative and informative (Bai, Yin, Yu, Wei, & Wu, 2021). From a marketing perspective, interpersonal influence is important to increasing purchase intention and brand reputation.…”

Section: Interpersonal Influencementioning

confidence: 99%

“…Interpersonal influence is a component related to society that significantly impacts consumer decision-making and the adoption of new technologies (D'Rozario & Choudhury, 2000). Numerous research has demonstrated that when customers are open to interpersonal influence, brand advocacy may become the most effective source of information (Bai et al, 2021).…”

Section: Interpersonal Influence and Brand Advocacymentioning

confidence: 99%

The Mediating Role of Brand Advocacy: Investigating its Antecedents and Consequences in the Context of Smart Phone Users in Pakistan

Khalid¹,

Jalees²

2022

jms.2014

View full text Add to dashboard Cite

Extant literature suggests that opinion leaders promote brand advocacy, an innovative tool for changing organizational culture. A few studies have explored the association between opinion leaders and brand advocacy but have not examined its antecedent and consequence in a single study. Given this gap and others discussed in the study, it has extended Two-Step Flow Model and developed a conceptual framework containing four direct, two mediating, and two moderating variables. The study has focused on the Facebook users of Pakistan as it is more popular than other social media. We non-randomly collected 431 samples based on a self-administered questionnaire adapted from past studies. The study used Smart PLS for data analysis, including reliability and validity analysis. We found opinion leadership and interpersonal influence are significant precursors of brand advocacy. And brand equity advocacy promotes brand equity and purchase intention. The result supports all mediating relationships except mediating effect of opinion leadership and purchase intention. The study also supports the moderating effect of brand ethicality on (i) brand association and brand equity and (ii) brand association and purchase intention.

show abstract

Effects of Self-Expressive Brand and Susceptibility to Interpersonal Influence on Brand Addiction: Mediating Role of Brand Passion

Cited by 10 publications

References 50 publications

Brand love and brand addiction and their effects on consumers' negative behaviors

Brand love and brand addiction and their effects on consumers' negative behaviors

Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty?

The Mediating Role of Brand Advocacy: Investigating its Antecedents and Consequences in the Context of Smart Phone Users in Pakistan

Contact Info

Product

Resources

About