I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction

Abstract

Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.