Exploring the antecedents and consequences of brand addiction among Iranian consumers

IF 2.5 Q2 BUSINESS, FINANCE

Journal of Islamic Accounting and Business Research Pub Date : 2024-09-17 DOI:10.1108/jiabr-05-2023-0157

Marziyeh Vakili, Reza Salehzadeh, Hassan Esmailian

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引用次数: 0

Abstract

Purpose

Because brand addiction is one of the most intense forms of consumer–brand relationships, this type of behavior has recently attracted the attention of researchers in the field of consumer behavior management. The purpose of this paper is to investigate the antecedents and consequences of brand addiction among Iranian consumers.

Design/methodology/approach

This research used a cross-sectional study based on a questionnaire to collect data from a sample of 401 people in Iran. Structural equation modeling was used to test the hypotheses.

Findings

This study found that brand love and brand involvement significantly influence brand addiction. Brand addiction was also positively associated with contingent self-esteem (CSE), compulsive shopping and resilience to negative information. Additionally, the results revealed a positive and significant effect of brand involvement on brand love and a similar positive and significant effect of CSE on compulsive shopping.

Originality/value

By examining the antecedents and consequences of brand addiction in an Islamic country, this research offers valuable insights that can enrich the literature on brand addiction in consumer behavior and brand management.

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探索伊朗消费者品牌成瘾的前因后果

目的由于品牌上瘾是消费者与品牌之间关系最密切的形式之一，这种行为最近引起了消费者行为管理领域研究人员的关注。本文旨在研究伊朗消费者品牌成瘾的前因后果。设计/方法/途径本研究采用横断面研究，以问卷调查为基础，从伊朗的 401 个样本中收集数据。研究结果本研究发现，品牌热爱和品牌参与对品牌成瘾有显著影响。品牌成瘾还与或然自尊（CSE）、强迫性购物和对负面信息的适应能力呈正相关。此外，研究结果表明，品牌参与对品牌热爱有积极而显著的影响，或然自尊（CSE）对强迫购物也有类似的积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Islamic Accounting and Business Research BUSINESS, FINANCE-

CiteScore

4.80

自引率

22.70%

发文量

期刊介绍： The journal provides a dynamic forum for the advancement of accounting and business knowledge based on Shari’ah and Islamic activities that have an impact on the welfare of society. JIABR publishes articles on the interplay between Islamic business ethics, accounting, auditing and governance, in promoting accountability, socio-economic justice (adl) and everlasting success (al-falah). It seeks to inform, among others, current theoretical and empirical research and practice in Islamic accounting, auditing and corporate governance, management of Islamic organizations, accounting regulation and policy for Islamic institutions, Shari’ah auditing and corporate governance, financial and non-financial performance measurement and disclosure in Islamic institutions and organizations. All styles of research, theoretical and empirical, case studies, practice-based papers and research notes that are well written and falling within the journal''s scope, are generally welcomed by the journal. Scope/Coverage Development of accounting, auditing and corporate governance concepts based on Shari’ah Socio-political influence on accounting and auditing regulation and policy making for Islamic financial institutions and organizations Historical perspectives on Islamic accounting, auditing and financial management Critical analysis on issues and challenges on accounting disclosure and measurement, Shari’ah audit and corporate governance Controls and risks in Islamic organizations Financial and non-financial performance measurement and disclosure.