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  4. Brand addiction and compulsive buying in female consumers' relationships with food brands
 
Verlagslink DOI
10.1108/BFJ-05-2023-0355

Brand addiction and compulsive buying in female consumers' relationships with food brands

Veröffentlichungsdatum
2023
Autoren
Hegner, Sabrina  
Schaumann, Janina Magdalena  
Francioni, Barbara  
Curina, Ilaria  
Zusammenfassung
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.
Schlagwörter
brand addiction

; 

compulsive behaviour

; 

resilience
Verlag
Emerald
Institution
Hochschule Bremen  
Fachbereich
Hochschule Bremen - Fakultät 1: Wirtschaftswissenschaften - School of International Business (SiB)  
Dokumenttyp
Artikel/Aufsatz
Zeitschrift/Sammelwerk
British Food Journal  
Sprache
Englisch

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