Social comparison effects on brand addiction: A mediating role of materialism
This research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an...
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| Format: | Article |
| Language: | English |
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Elsevier
2020-11-01
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| Series: | Heliyon |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844020323033 |
| _version_ | 1819075146904764416 |
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| author | Minh T.H. Le |
| author_facet | Minh T.H. Le |
| author_sort | Minh T.H. Le |
| collection | DOAJ |
| description | This research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an antecedent leading to addictive behavior. Materialism mediates and increases the addictive behavior when consumers are significantly impacted by social comparison. In addition, brand addiction leads to word-of-mouth and willingness to pay premium price when consumers are set under social comparison and materialistic tendency. The managerial and theoretical application is also provided in this research. |
| first_indexed | 2024-12-21T18:20:47Z |
| format | Article |
| id | doaj.art-2c51736518864067be683a0d40a80566 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-12-21T18:20:47Z |
| publishDate | 2020-11-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-2c51736518864067be683a0d40a805662022-12-21T18:54:32ZengElsevierHeliyon2405-84402020-11-01611e05460Social comparison effects on brand addiction: A mediating role of materialismMinh T.H. Le0Corresponding author.; School of International Business and Marketing, University of Economics Ho Chi Minh City, Viet NamThis research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an antecedent leading to addictive behavior. Materialism mediates and increases the addictive behavior when consumers are significantly impacted by social comparison. In addition, brand addiction leads to word-of-mouth and willingness to pay premium price when consumers are set under social comparison and materialistic tendency. The managerial and theoretical application is also provided in this research.http://www.sciencedirect.com/science/article/pii/S2405844020323033Consumer-brand relationshipsBrand addictionSocial comparisonMaterialismMarketingConsumer attitude |
| spellingShingle | Minh T.H. Le Social comparison effects on brand addiction: A mediating role of materialism Heliyon Consumer-brand relationships Brand addiction Social comparison Materialism Marketing Consumer attitude |
| title | Social comparison effects on brand addiction: A mediating role of materialism |
| title_full | Social comparison effects on brand addiction: A mediating role of materialism |
| title_fullStr | Social comparison effects on brand addiction: A mediating role of materialism |
| title_full_unstemmed | Social comparison effects on brand addiction: A mediating role of materialism |
| title_short | Social comparison effects on brand addiction: A mediating role of materialism |
| title_sort | social comparison effects on brand addiction a mediating role of materialism |
| topic | Consumer-brand relationships Brand addiction Social comparison Materialism Marketing Consumer attitude |
| url | http://www.sciencedirect.com/science/article/pii/S2405844020323033 |
| work_keys_str_mv | AT minhthle socialcomparisoneffectsonbrandaddictionamediatingroleofmaterialism |