Exploring Obsession Towards Brands

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 : Marketing for Impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
Number of pages1
Place of PublicationMelbourne
PublisherRMIT University
Publication date2017
Pages59
Publication statusPublished - 2017
EventThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2017: Marketing for Impact - RMIT - Swanston Academic Building , Melbourne, Australia
Duration: 1 Dec 20176 Dec 2017
https://www.rmit.edu.au/events/all-events/conferences/2017/december/anzmac

Conference

ConferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2017
LocationRMIT - Swanston Academic Building
CountryAustralia
CityMelbourne
Period01/12/201706/12/2017
Internet address
SeriesProceedings of the ANZMAC Conference
ISSN1447-3275

Keywords

  • Obsession
  • Consumer-brand relationships
  • Compulsive consumption

Cite this

Chung, E., Kock, F., Josiassen, A., & Karpen, I. (2017). Exploring Obsession Towards Brands. In L. Robinson, L. Brennan, & M. Reid (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact (pp. 59). Melbourne: RMIT University. Proceedings of the ANZMAC Conference
Chung, Emily ; Kock, Florian ; Josiassen, Alexander ; Karpen, Ingo. / Exploring Obsession Towards Brands. Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact. editor / Linda Robinson ; Linda Brennan ; Mike Reid. Melbourne : RMIT University, 2017. pp. 59 (Proceedings of the ANZMAC Conference).
@inbook{4ef7f623f6994a028cb6bc6a4dc7dc74,
title = "Exploring Obsession Towards Brands",
abstract = "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.",
keywords = "Obsession, Consumer-brand relationships, Compulsive consumption, Obsession, Consumer-brand relationships, Compulsive consumption",
author = "Emily Chung and Florian Kock and Alexander Josiassen and Ingo Karpen",
year = "2017",
language = "English",
pages = "59",
editor = "Linda Robinson and Linda Brennan and Mike Reid",
booktitle = "Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017",
publisher = "RMIT University",
address = "Australia",

}

Chung, E, Kock, F, Josiassen, A & Karpen, I 2017, Exploring Obsession Towards Brands. in L Robinson, L Brennan & M Reid (eds), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact. RMIT University, Melbourne, Proceedings of the ANZMAC Conference, pp. 59, The Australian & New Zealand Marketing Academy Conference. ANZMAC 2017, Melbourne, Australia, 01/12/2017.

Exploring Obsession Towards Brands. / Chung, Emily; Kock, Florian; Josiassen, Alexander; Karpen, Ingo.

Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact. ed. / Linda Robinson; Linda Brennan; Mike Reid. Melbourne : RMIT University, 2017. p. 59 (Proceedings of the ANZMAC Conference).

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review

TY - ABST

T1 - Exploring Obsession Towards Brands

AU - Chung, Emily

AU - Kock, Florian

AU - Josiassen, Alexander

AU - Karpen, Ingo

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

KW - Obsession

KW - Consumer-brand relationships

KW - Compulsive consumption

KW - Obsession

KW - Consumer-brand relationships

KW - Compulsive consumption

M3 - Conference abstract in proceedings

SP - 59

BT - Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017

A2 - Robinson, Linda

A2 - Brennan, Linda

A2 - Reid, Mike

PB - RMIT University

CY - Melbourne

ER -

Chung E, Kock F, Josiassen A, Karpen I. Exploring Obsession Towards Brands. In Robinson L, Brennan L, Reid M, editors, Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact. Melbourne: RMIT University. 2017. p. 59. (Proceedings of the ANZMAC Conference).