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Keywords: Brand addiction
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (8): 2054–2088.
Published: 23 September 2025
...Mona Mrad; Omar S. Itani; Charles Chi Cui Purpose This study aims to explore how self-image congruence influences life satisfaction, focusing on understanding how brand love and brand addiction mediate these connections. Examining these complex relationships aims to contribute insights...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (12): 3227–3248.
Published: 13 October 2022
...Muhammad Junaid; Marc Fetscherin; Khalid Hussain; Fujun Hou Purpose This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety. Design...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (11-12): 1938–1960.
Published: 14 November 2017
...Mona Mrad; Charles Chi Cui Purpose This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach The authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the BASCALE...
