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Co-occurrence of compulsive buying and branding phenomena

 

 

 

Keywords:

branding, brand attachment, compulsive buying, consumer

Summary 

Material consumption, particularly compulsive buying (so called shop­a­ho­lism), decreases individual economic and subjective well-being. The phe­no­menon of sho­pa­holism is one of the leading behavioral addictions in modern times. Compulsive buying behavior is an uncontrollable and emo­tional addiction that is socially and externally induced, for instance through brands advertisement. This behavior, similarly like psychoactive substance ingestion, produces short-term reward that may engender persistent behavior despite knowledge of adverse consequences, i.e., diminished control over the behavior. Although shopping has been regarded as a necessity and harmless, compulsive buying may lead to many undesirable consequences, including severe personal debt and damaged family relationships. When this occurs, brands will also face consequences, since their consumers are unable to pay but continue purchasing these products. In addition, compulsive buying as a phenomenon that promotes excessive consumerism, may hurt the brands’ reputation in the long run. Thus, it is important for brands and policy makers to understand the factors that will lead to compulsive buying behavior. This paper reviews literature data pointing to the existence of a relationship between consumer compulsive buyingand variousbranding phenomena and emotional well-being of consumers. The results of scientific studies especially confirm the relationship between brand attachment and emotional well-being of consumers, demonstrating that consumers use brands to feel emotionally well. Consumers who engage in compulsive buying try to alleviate negative feelings, which are temporarily forgotten and replaced with positive feelings. These conclusions are important because the phenomenon of compulsive buying is very serious while brand power has come to play a significant role in both firm strategic planning and consumer decision-making processes. While compulsive buying and brand attachment are positively related, however, the results are unclear in regards moderation effects of brand popularity.

Prof. dr hab. Henryk SZYMUSIAK

Poznan University of Economics and Business

Institute of Quality Science

Department of Technology and Instrumental Analysis

Aleja Niepodległości 10, 61-875 Poznań, Poland

tel.: (+48) 61-8569040

e-mail: henrykThis email address is being protected from spambots. You need JavaScript enabled to view it.

 

 

 

 

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