Matches in SemOpenAlex for { <https://semopenalex.org/work/W4382654386> ?p ?o ?g. }
- W4382654386 abstract "Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships." @default.
- W4382654386 created "2023-07-01" @default.
- W4382654386 creator A5067002548 @default.
- W4382654386 creator A5069003363 @default.
- W4382654386 creator A5072209766 @default.
- W4382654386 date "2023-06-30" @default.
- W4382654386 modified "2023-10-16" @default.
- W4382654386 title "I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction" @default.
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- W4382654386 doi "https://doi.org/10.1177/09722629231168758" @default.
- W4382654386 hasPublicationYear "2023" @default.
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