Exploring Obsession Towards Brands

Emily Chung, Florian Kock, Alexander Josiassen, Ingo Karpen

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

This paper proposes a conceptual framework for the investigation of ‘brand obsession’, defined as a consumer relationship phenomenon that involves 1) non-deliberate, intrusive, and repetitive thoughts about the brand that 2) lead to compulsive behavioural intentions aiming at reducing these thoughts. The study of brand obsession extends existing understanding of consumer-brand relationships by introducing brand obsession as a conceptually novel concept. It enables researchers to discern, explain, and measure a critical facet of consumer-brand relationships that can predict important consumer behaviours, such as compulsive buying. For example, it can shed light on the cognitive and motivational states that give rise to engaging in compulsive behaviour, which has largely been neglected by existing studies on compulsive buying as it has extensively investigated the phenomenology of the compulsive act itself (as opposed to the cognitive and conative states that precede it). The study of brand obsessions therefore has important implications for researchers, brand managers, policy makers, and even consumers.
OriginalsprogEngelsk
TitelProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact
RedaktørerLinda Robinson, Linda Brennan, Mike Reid
Antal sider1
UdgivelsesstedMelbourne
ForlagRMIT University
Publikationsdato2017
Sider59
StatusUdgivet - 2017
BegivenhedThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2017: Marketing for Impact - RMIT - Swanston Academic Building , Melbourne, Australien
Varighed: 1 dec. 20176 dec. 2017
https://www.rmit.edu.au/events/all-events/conferences/2017/december/anzmac

Konference

KonferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2017
LokationRMIT - Swanston Academic Building
LandAustralien
ByMelbourne
Periode01/12/201706/12/2017
Internetadresse
NavnProceedings of the ANZMAC Conference
ISSN1447-3275

Emneord

  • Obsession
  • Consumer-brand relationships
  • Compulsive consumption

Citationsformater