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首页> 外文期刊>Journal of Business Research >Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption
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Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption

机译：强迫性购买和品牌成瘾的合并症：检查两种类型的上瘾消费

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摘要

While compulsive buying and brand addiction are both addictive consumption, little is known about how they jointly impact on consumers. This research demonstrates that compulsive buying and brand addiction are distinct phenomena and may co-occur. Data from this research demonstrates that while compulsive buying has negative impacts, brand addiction does not result in debt and has positive impacts on self-esteem and life happiness. Compulsive buying is positively related to brand addiction, and brand addiction positively mediates the relationships between compulsive buying and debt avoidance, self-esteem and life happiness. This research introduces a new perspective on theorizing comorbid addiction of compulsive buying and brand addiction by providing evidence that brand addiction may not be pathological, and compulsive buying's negative effects may be weakened or eliminated in the presence of brand addiction. It opens avenues for further research to create broader and more parsimonious theoretical models for responsive marketing approaches to addictive consumption.
机译：虽然强迫性购买和品牌成瘾既上瘾的消费也既令人上瘾，那么对他们如何对消费者产生的影响很少。这项研究表明，强迫性购买和品牌成瘾是不同的现象，可能会发生共同。来自这项研究的数据表明，虽然强制性购买产生负面影响，但品牌成瘾不会导致债务，对自尊和生活幸福产生积极影响。强迫性购买与品牌成瘾有关，品牌成瘾积极地介导强制性购买和债务之间的关系，自尊和生活幸福。本研究介绍了一种新的视角，即通过提供品牌成瘾可能不是病态的证据，介绍了强迫率购买和品牌成瘾的令人难以置力的瘾，并且在品牌成瘾的存在下可能会减弱或消除强迫性购买的负面影响。它开辟了进一步研究的途径，以创造更广泛和更加令人置若小心的理论模型，以获得恢复性的营销方法，以提高令人上瘾的消费。

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