Improving obsessive-compulsive buying through brand attachment and hedonic value: customer-based brand value

Improving obsessive-compulsive buying through brand attachment and hedonic value: customer-based brand value

Blog Article

This study aims to explore how hedonic value influences obsessive-compulsive buying behavior by examining the mediating roles of brand attachment and customer-based brand value.The research addresses inconsistencies in previous studies on the influence of hedonic market value on obsessive-compulsive buying by integrating brand attachment and customer-based brand click here value as key factors.The literature review reveals a gap in understanding the mediating role of these variables in the relationship between hedonic value and compulsive buying.Six hypotheses were developed and tested using PLS-SEM within a sample of 246 customers in Central Java, Indonesia.

The results highlight that customer-based brand value significantly mediates the impact of hedonic value on brand attachment, which in turn enhances obsessive-compulsive buying.Additionally, the study finds that brand attachment directly contributes to the increase in compulsive buying behavior.The findings suggest that a positive customer experience, influenced by strong brand identity, click here is crucial in fostering brand attachment and subsequently driving obsessive-compulsive purchasing.This research provides a comprehensive understanding of how hedonic and brand-related factors interact to influence consumer behavior.