Compulsive buying of brands, its antecedents, and the mediating role of brand love: insights from Vietnam
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DOI: 10.1007/s12144-021-01894-2
Abstract: The purpose of this study was to investigate the synergy of self-brand connection and materialism on brand love and the negative impact of this relationship. Brand-love consumers display compulsive buying behavior because of their obsessive… read more here.
Keywords: compulsive buying; brand; buying brands; brands antecedents ... See more keywords