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Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment

Xin-Jean Lim (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Malaysia)
Jun-Hwa Cheah (Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Serdang, Malaysia)
Tat Huei Cham (Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Kajang, Malaysia)
Hiram Ting (Faculty of Hospitality and Tourism Management, UCSI University, Kuching, Malaysia)
Mumtaz Ali Memon (NUST Business School, National University of Sciences and Technology, Islamabad, Pakistan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 24 February 2020

Issue publication date: 12 October 2020

3041

Abstract

Purpose

Compulsive buying continues to be a maladaptive behavior that draws the attention of both scholars and marketers. The present study aims to investigate the determinants of compulsive buying, which are conceptualized as impulsive and obsessive–compulsive buying, and the mediation effect of brand attachment.

Design/methodology/approach

Using purposive sampling, a self-administered questionnaire was completed by 600 young consumers in Malaysia. Partial least squares structural equation modeling was used to test the hypothesized relationships.

Findings

The results show that materialism, utilitarian value, and brand attachment are positively related to impulsive buying, while materialism, hedonic value, and brand attachment have a positive effect on obsessive–compulsive buying. In addition, brand attachment is found to mediate the effect of materialism and utilitarian value on both compulsive buying.

Research limitations/implications

The study provides new insights into brand management literature by examining the predictors of impulsive and obsessive–compulsive buying. Moreover, brand attachment is found to be a significant mechanism that induces negative buying behavior. However, due to the growth of online shopping, future research should consider different types of retailers to provide a more comprehensive understanding of the subject matter in the modern business landscape.

Originality/value

Being one of the few studies to address both impulsive and obsessive–compulsive buying behaviors among consumers, this study highlights the essential role of brand attachment as a mediator in the contemporary setting. Moreover, the interrelationships between self-congruence, materialism, hedonic value, utilitarian value, brand attachment, and compulsive buying behavior are examined in a holistic manner.

Keywords

Citation

Lim, X.-J., Cheah, J.-H., Cham, T.H., Ting, H. and Memon, M.A. (2020), "Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 7, pp. 1539-1563. https://doi.org/10.1108/APJML-03-2019-0126

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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