Exploring Obsession Towards Brands

Emily Chung, Florian Kock, Alexander Josiassen, Ingo Karpen

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


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
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


ConferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2017
LocationRMIT - Swanston Academic Building
Internet address
SeriesProceedings of the ANZMAC Conference


  • Obsession
  • Consumer-brand relationships
  • Compulsive consumption

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