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Citation link: https://media.suub.uni-bremen.de/handle/elib/7532

Publisher DOI: https://doi.org/10.1108/BFJ-05-2023-0355
 
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Brand addiction and compulsive buying in female consumers' relationships with food brands


Authors: Hegner, Sabrina  
Schaumann, Janina Magdalena  
Francioni, Barbara  
Curina, Ilaria 
Abstract: 
Purpose

The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers.

Design/methodology/approach

To test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted.

Findings

Findings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem.

Originality/value

The study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.
Keywords: brand addiction; compulsive behaviour; resilience
Issue Date: 2023
Publisher: Emerald
Journal/Edited collection: British Food Journal 
Type: Artikel/Aufsatz
ISSN: 0007-070X
Institution: Hochschule Bremen 
Faculty: Hochschule Bremen - Fakultät 1: Wirtschaftswissenschaften - School of International Business (SiB) 
Appears in Collections:Bibliographie HS Bremen

  

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