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Brand addiction

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dc.contributor.author Mrad, Mona
dc.contributor.author Chi Cui, Charles
dc.date.accessioned 2020-01-16T11:55:29Z
dc.date.available 2020-01-16T11:55:29Z
dc.date.copyright 2017 en_US
dc.identifier.issn 0309-0566 en_US
dc.identifier.uri http://hdl.handle.net/10725/11735
dc.description.abstract Purpose: This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach The authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the BASCALE with survey data collected in the UK. Findings Based on the 11 brand-addiction features found from the focus groups, the authors define brand addition as an individual consumer’s psychological state that pertains to a self-brand relationship manifested in daily life and involving positive affectivity and gratification with a particular brand and constant urges for possessing the brand’s products/services. Based on the survey study, the authors have established a valid ten-item BASCALE. Research limitations/implications Due to the survey’s setting in the fashion context in the UK, the authors do not intend to generalize the results to other product types and countries. Future research should replicate the BASCALE in different product categories and different countries. Practical implications The BASCALE can serve marketers in the behavioral segmentation and assist brand managers to identify brand addict consumers and maintain long-term relationships with them. Originality/value The authors have developed a definition of brand addiction and a valid BASCALE, which one can use for a wide range of theoretical and empirical research in the marketing and psychology fields. The definition and BASCALE also serve to differentiate brand addiction from other consumer–brand relationships and addiction constructs (e.g. compulsive buying, brand love and brand trust). en_US
dc.language.iso en en_US
dc.title Brand addiction en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle conceptualization and scale development en_US
dc.author.school SOB en_US
dc.author.idnumber 200302709 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal European Journal of Marketing en_US
dc.journal.volume 5 en_US
dc.journal.issue 11/12 en_US
dc.article.pages 1938-1960 en_US
dc.keywords Addictive behaviour en_US
dc.keywords Brand addiction en_US
dc.keywords Consumer-brand relationship en_US
dc.keywords Measurement scale en_US
dc.identifier.doi https://doi.org/10.1108/EJM-10-2016-0571 en_US
dc.identifier.ctation Mrad, M., & Cui, C. C. (2017). Brand addiction: conceptualization and scale development. European Journal of Marketing, 51(11/12), 1938-1960. en_US
dc.author.email mona.mrad@lau.edu en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2016-0571/full/html en_US
dc.orcid.id https://orcid.org/0000-0002-4775-8519 en_US
dc.author.affiliation Lebanese American University en_US


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