IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v11y2023i1d10.1057_s41270-021-00151-6.html
   My bibliography  Save this article

Does brand love lead to brand addiction?

Author

Listed:
  • Minh T. H. Le

    (University of Economics Ho Chi Minh City (UEH))

Abstract

Brand addiction is a recently developed concept that captures a consumer's strong emotional state toward a brand. What factors can propel consumer emotions to this extreme state remains unexplored. This research explores the role of brand love as an antecedent of brand addiction and the potential consequences of that addiction. The main factor that elevates the emotional state from brand love and brand addiction is obsessive passion which has also been studied. A partial least squares equation model applied to data from a representative sample of 236 consumers demonstrates that brand love leads to brand addiction. Research results show that brand love is a antecedent to brand addiction, and obsessive passion is a mediator that makes this emotional state stronger. This brand addiction is then associated with higher levels of word-of-mouth and willingness to pay. Both theoretical and practical implications are discussed.

Suggested Citation

  • Minh T. H. Le, 2023. "Does brand love lead to brand addiction?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 57-68, March.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:1:d:10.1057_s41270-021-00151-6
    DOI: 10.1057/s41270-021-00151-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-021-00151-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-021-00151-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Louviere, Jordan J. & Islam, Towhidul, 2008. "A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best-worst scaling," Journal of Business Research, Elsevier, vol. 61(9), pages 903-911, September.
    2. Noel Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print hal-01822310, HAL.
    3. Swimberghe, Krist R. & Astakhova, Marina & Wooldridge, Barbara Ross, 2014. "A new dualistic approach to brand passion: Harmonious and obsessive," Journal of Business Research, Elsevier, vol. 67(12), pages 2657-2665.
    4. Gary S. Becker, 1992. "Habits, Addictions, and Traditions," Kyklos, Wiley Blackwell, vol. 45(3), pages 327-345, August.
    5. Nhat Nguyen Nguyen & Nil Özçaglar-Toulouse & Dannie Kjeldgaard, 2018. "Toward an understanding of young consumers' daily consumption practices in post-Doi Moi Vietnam," Post-Print hal-04003007, HAL.
    6. Rindfleisch, Aric & Burroughs, James E & Denton, Frank, 1997. "Family Structure, Materialism, and Compulsive Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 312-325, March.
    7. Marine Cambefort & Elyette Roux, 2019. "A typology of the perceived risks in the context of consumer brand resistance," Post-Print hal-03513383, HAL.
    8. Ilhan, Behice Ece & Kübler, Raoul V. & Pauwels, Koen H., 2018. "Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 33-51.
    9. Aiken, Kirk Damon & Bee, Colleen & Walker, Nefertiti, 2018. "From passion to obsession: Development and validation of a scale to measure compulsive sport consumption," Journal of Business Research, Elsevier, vol. 87(C), pages 69-79.
    10. Park, Cheol & Lee, Thae Min, 2009. "Antecedents of Online Reviews' Usage and Purchase Influence: An Empirical Comparison of U.S. and Korean Consumers," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 332-340.
    11. Fennis, Bob M. & Pruyn, Ad Th. H., 2007. "You are what you wear: Brand personality influences on consumer impression formation," Journal of Business Research, Elsevier, vol. 60(6), pages 634-639, June.
    12. George Messinis, 1999. "Habit Formation and the Theory of Addiction," Journal of Economic Surveys, Wiley Blackwell, vol. 13(4), pages 417-442, September.
    13. N. Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print halshs-00674719, HAL.
    14. Cui, Charles Chi & Mrad, Mona & Hogg, Margaret K., 2018. "Brand addiction: Exploring the concept and its definition through an experiential lens," Journal of Business Research, Elsevier, vol. 87(C), pages 118-127.
    15. Luo, Anita & Baker, Andrew & Donthu, Naveen, 2019. "Capturing dynamics in the value for brand recommendations from word-of-mouth conversations," Journal of Business Research, Elsevier, vol. 104(C), pages 247-260.
    16. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    17. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    18. Achtziger, Anja & Hubert, Marco & Kenning, Peter & Raab, Gerhard & Reisch, Lucia, 2015. "Debt out of control: The links between self-control, compulsive buying, and real debts," Journal of Economic Psychology, Elsevier, vol. 49(C), pages 141-149.
    19. Marine Cambefort & Elyette Roux, 2019. "A typology of the perceived risks in the context of consumer brand resistance," Post-Print hal-02492718, HAL.
    20. Nguyen, Nhat Nguyen & Özçaglar-Toulouse, Nil & Kjeldgaard, Dannie, 2018. "Toward an understanding of young consumers' daily consumption practices in post-Doi Moi Vietnam," Journal of Business Research, Elsevier, vol. 86(C), pages 490-500.
    21. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    22. Ying Yang & Peipei Li & Xinyuan Fu & Yu Kou, 2017. "Orientations to Happiness and Subjective Well-Being in Chinese Adolescents: The Roles of Prosocial Behavior and Internet Addictive Behavior," Journal of Happiness Studies, Springer, vol. 18(6), pages 1747-1762, December.
    23. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    24. Jean-Luc Herrmann & Mathieu Kacha & Christian Derbaix, 2016. "“I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities," Post-Print hal-01692835, HAL.
    25. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    3. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    4. Hemonnet-Goujot, Aurélie & Valette-Florence, Pierre, 2022. "“All you need is love” from product design value perception to luxury brand love: An integrated framework," Journal of Business Research, Elsevier, vol. 139(C), pages 1463-1475.
    5. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    6. M. Deniz Dalman & Mari W. Buche & Junhong Min, 2019. "The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love," Journal of Business Ethics, Springer, vol. 158(3), pages 875-891, September.
    7. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    8. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    9. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
    10. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    11. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
    13. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    14. Faheem Gul Gilal & Jian Zhang & Rukhsana Gul Gilal & Naeem Gul Gilal, 2020. "Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective," Review of Managerial Science, Springer, vol. 14(1), pages 87-113, February.
    15. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    16. Swimberghe, Krist R. & Astakhova, Marina & Wooldridge, Barbara Ross, 2014. "A new dualistic approach to brand passion: Harmonious and obsessive," Journal of Business Research, Elsevier, vol. 67(12), pages 2657-2665.
    17. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    18. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    19. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
    20. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:11:y:2023:i:1:d:10.1057_s41270-021-00151-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.