publication . Article . 2015

Compulsive buying and branding phenomena

Lee, Seung-hee; Workman, Jane E.;
Open Access
  • Published: 19 Aug 2015 Journal: Journal of Open Innovation: Technology, Market, and Complexity, volume 1 (eissn: 2199-8531, Copyright policy)
  • Publisher: MDPI AG
Abstract
Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Results: Participants were 269 US university students at a large mid-western university (138 men, 131 women; mean age = 21.96). Data were analyzed using descriptive statistics, t-test and MANOVA/ANOVA. Reliability of all scales was acceptable. In the current ...
Subjects
free text keywords: Compulsive buying, Brand attachment, Perceived quality, Business, Advertising, Brand extension, Brand equity, Descriptive statistics, Brand loyalty, Brand awareness, Corporate branding, Brand management, business.industry, Multivariate analysis of variance, ddc:650
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