Brand addiction conceptual development

Abstract

Purpose

Although emerging literature has discussed different consumer–brand relationships and addictive behavior constructs, to date, it has not explored the brand addiction phenomenon. This study aims to undertake a conceptual inspection to better understand the nature of the brand addiction phenomenon, thereby providing a clear and concise conceptual definition.

Design/methodology/approach

To develop a concise definition of brand addiction, the researcher applies a conceptual development procedure, which identifies potential attributes of brand addiction by assembling a descriptive set of definitions, collecting the construct’s key attributes, generating a preliminary definition of brand addiction, identifying unique and shared attributes of brand addiction with other constructs in related areas and, finally, refining the conceptual definition based on a set of guidelines.

Findings

This study defines brand addiction as a psychological state that entails an emotional attachment to a particular brand, driven by compulsive urges that generally provide pleasure. This involves dependence, habit formation, loss of control, failure to withstand impulses and tension before starting the behavior related to the addicted brand. In addition, some of the following attributes might also characterize brand addiction: social, mental and behavioral preoccupation with the brand, tolerance development, frequent engagement in activities related to the brand, restlessness or irritability when unable to engage in activities/behaviors related to the addicting brand, repeated efforts to stop the behavior and dismissal of occupational, social and recreational activities to engage in activities related to the addicting brand.

Originality/value

Since the concept of brand addiction has not been empirically tested, this paper has the potential to append a compulsory conceptual understanding of the concept of brand addiction by developing an accurate definition that serves in discriminating the focal concept from other constructs in related areas, and helps advance subsequent work for theory development.

Citation

Mrad, M. (2018), "Brand addiction conceptual development", Qualitative Market Research, Vol. 21 No. 1, pp. 18-38. https://doi.org/10.1108/QMR-06-2016-0050