Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking

Arnold Japutra; Yuksel Ekinci; Lyndon Simkin

doi:10.1016/j.jbusres.2022.03.020

Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

Research Centre for Business in Society

Research output: Contribution to journal › Article › peer-review

18 Citations (Scopus)

303 Downloads (Pure)

Abstract

Although brand attachment has positive effects on favorable consumer behavior, recent studies have advocated that brand attachment may have dark sides which stimulate some harmful behaviors. Nevertheless, research on the dark side of brand attachment is scant. This study investigates the effect of brand attachment on two negative behaviors (compulsive buying and trash talking). The survey findings show that the three components of brand attachment - passion, prominence, and anxiety - are positively related to impulsive and obsessive–compulsive buying. In turn, consumers who exhibit obsessive–compulsive buying are more likely to practice trash talking. Furthermore, consumer age moderates the relationship between brand passion, brand anxiety and compulsive buying. The research adds to the body of knowledge of consumer-brand relationship, particularly on the dark side of brand attachment. The findings contribute to the creation and deployment of altruistic customer relationship programs and regulations.

Original language	English
Pages (from-to)	442-453
Number of pages	12
Journal	Journal of Business Research
Volume	145
Early online date	15 Mar 2022
DOIs	https://doi.org/10.1016/j.jbusres.2022.03.020
Publication status	Published - 1 Jun 2022

Bibliographical note

© 2022, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

This document is the author’s post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it

Keywords

Brand anxiety
Brand passion
Brand prominence
Brand strategy
Compulsive buying
Dark side of branding
Trash talking

ASJC Scopus subject areas

Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1016/j.jbusres.2022.03.020

Post-PrintAccepted author manuscript, 966 KBLicence: CC BY-NC-ND

Cite this

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abstract = "Although brand attachment has positive effects on favorable consumer behavior, recent studies have advocated that brand attachment may have dark sides which stimulate some harmful behaviors. Nevertheless, research on the dark side of brand attachment is scant. This study investigates the effect of brand attachment on two negative behaviors (compulsive buying and trash talking). The survey findings show that the three components of brand attachment - passion, prominence, and anxiety - are positively related to impulsive and obsessive–compulsive buying. In turn, consumers who exhibit obsessive–compulsive buying are more likely to practice trash talking. Furthermore, consumer age moderates the relationship between brand passion, brand anxiety and compulsive buying. The research adds to the body of knowledge of consumer-brand relationship, particularly on the dark side of brand attachment. The findings contribute to the creation and deployment of altruistic customer relationship programs and regulations.",

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Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

UN SDGs

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