Accessibility navigation


Self-congruence, brand attachment and compulsive buying

Japutra, A., Ekinci, Y. and Simkin, L. (2017) Self-congruence, brand attachment and compulsive buying. Journal of Business Research. ISSN 0148-2963 (In Press)

[img] Text - Accepted Version
· Restricted to Repository staff only
· The Copyright of this document has not been checked yet. This may affect its availability.
· Available under License Creative Commons Attribution Non-commercial No Derivatives.

353kB

It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing.

To link to this item DOI: 10.1016/j.jbusres.2017.08.024

Abstract/Summary

Compulsive buying refers to a phenomenon that promotes excessive consumerism which may hurt the brands' reputation in the long run. This study examines the influence of actual and ideal self-congruence on brand attachment and two dimensions of compulsive buying behavior (i.e. impulsive and obsessive-compulsive buying). Based on a survey of 427 respondents, it is evident that self-congruence directly affects brand attachment, where actual self-congruence is a stronger predictor of brand attachment. Both actual and ideal self-congruence do not directly affect obsessive-compulsive buying. This indicates that brand attachment fully mediates the relationships. However, actual self-congruence directly affects impulsive buying but ideal self-congruence does not. This indicates that brand attachment partially mediates the relationship between actual self-congruence and impulsive buying and fully mediates the relationship between ideal self-congruence and impulsive buying. Interestingly, the direct effect of actual self-congruence on impulsive buying is negative. Academic and managerial implications of these findings are discussed.

Item Type:Article
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:73360
Publisher:Elsevier

University Staff: Request a correction | Centaur Editors: Update this record

Page navigation