Consumers living in today's almost demystified world of consumption are constantly
searching for new ways to add value to their lives. Consumption of material goods or owning …

Compulsive buying behavior is detrimental to the well-being of the consumers, brands, and
the economy. Therefore, the current study aims to understand how the self-conceptual traits …

Word of mouth is the most important source of information for consumption decisions, which
has become a powerful marketing tool and competitive advantage in the tourism industry …

Purpose This paper aims to investigate whether consumers' identification with a brand
community makes them more likely to engage in compulsive buying behavior. Specifically …

In most marketplaces, brands face fierce competition. Those that are adopted into
consumers' self‐concepts in the form of a strong self‐brand connection reap myriad benefits …

Purpose This study aims to explore how ephemeral content marketing enhances brand love
and customer engagement, with a focus on the mediating role of brand authenticity, self …

It is becoming increasingly common for consumers to express oppositional loyalty, but the
question that does this behavior further influences brand identification remains unexplored …

This research provides value to marketing researchers and professionals in regard to what
triggers customers to purchase compulsively by studying the impact of materialism and self …

Brand addiction has recently been conceptually developed and scaled up. Brand-addicted
customers constitute a valuable market segment for brands, particularly in Vietnam due to …

Purpose: In the twenty-first century, firms must continuously work on how to improve brand
equity. This study applies the lovemarks theory to examine the direct relationships between …