Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

Research output: Contribution to journalArticlepeer-review

Abstract

Although brand attachment has positive effects on favorable consumer behavior, recent studies have advocated that brand attachment may have dark sides which stimulate some harmful behaviors. Nevertheless, research on the dark side of brand attachment is scant. This study investigates the effect of brand attachment on two negative behaviors (compulsive buying and trash talking). The survey findings show that the three components of brand attachment - passion, prominence, and anxiety - are positively related to impulsive and obsessive–compulsive buying. In turn, consumers who exhibit obsessive–compulsive buying are more likely to practice trash talking. Furthermore, consumer age moderates the relationship between brand passion, brand anxiety and compulsive buying. The research adds to the body of knowledge of consumer-brand relationship, particularly on the dark side of brand attachment. The findings contribute to the creation and deployment of altruistic customer relationship programs and regulations.

Original languageEnglish
Pages (from-to)442-453
Number of pages12
JournalJournal of Business Research
Volume145
DOIs
Publication statusPublished - Jun 2022

Keywords

  • Brand anxiety
  • Brand passion
  • Brand prominence
  • Brand strategy
  • Compulsive buying
  • Dark side of branding
  • Trash talking

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