... 02 2025 15 06 2025 11 09 2025 02 12 2025 13 01 2026 02 02 2026 03 02 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Japan Consumer behaviour Self-esteem Compulsive buying Human brand Celebrity...

..., brand passion and brand addiction (Study 2), which shape the relationship between human brands as masstige brands and key consumer behaviours, including loyalty and compulsive buying. Design/methodology/approach The qualitative study (Study 1) used Leximancer software to conduct content analysis...

...Putri Dini Azizi; Arnold Japutra; Luis Arango; Joohee Kim Purpose This paper aims to investigate whether consumers’ identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience...