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ISSN : 1229-8778
In this study, the conceptual definition of brand addiction, distinct concept from buying addiction or brand attachment, is proposed along with the operational measures on the basis of the prior research. The determinants of brand addiction are also examined. Structural Equation Modeling using 209 questionnaires was conducted to test hypothesized model. The results of this study are as follows. First, brand addiction construct has two factor structure named compulsiveness and dependencies. Second, materialist and consumers with low self-esteem tend to exhibit relationship submissive to the brand which, in turn, leads to brand addiction. Finally, based on the findings of this study, theoretical contribution and managerial implications are discussed.
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