From Loyalty to Addiction: Negative Aspects of Relations with a Brand
Modem marketing strategies and advertising have a significant role in fostering consumer loyalty towards certain brands. However, when the relationship with a brand is strengthened, consumption becomes more a means of self-identification than a tool to satisfy needs, thereby acquiring characteristics of behavioral addiction. Despite the extensive research conducted on brand loyalty, demonstrative and compulsive consumption, the phenomenon of excessive brand devotion, otherwise referred as brand addiction, remains understudied. In this regard, it is imperative to undertake a theoretical analysis of psychological underpinnings of excessive brand devotion. The aim of the present article is to conduct an analysis of the phenomenon of brand addiction, exploring its potential as a form of excessive devotion to a brand. In the context of theoretical analysis, the development of scientific interest in negative aspects of the relationship between a consumer and a brand is firstly considered and systematized. Secondly, the extant research focusing on transforming commitment into addictive behavior is summarized. Thirdly, an attempt to differentiate the concept of "brand addiction" from similar psychological phenomena, such as brand loyalty, compulsive and demonstrative consumption, is made. The study is founded upon theoretical analysis, with methodologies such as systematization, comparative analysis and logical synthesis being employed. The results obtained from this study are as follows. The author identifies brand addiction as a psychological state of a consumer, which includes affective and behavioral involvement in a certain brand, caused by an uncontrollable desire to possess the brand's goods. The phenomenon of brand addiction has been shown to manifest in a number of ways, including the experience of a sense of obligation to possess a particular brand, the adoption of irrational financial behaviors, feelings of irritation when unable to interact with the brand, excessive interest, and intrusive behavior towards others. In contrast to the concept of loyalty, addiction is distinguished by an incapacity to resist the consumption of goods from a specific brand, despite the availability of more economical alternatives. Despite the present paucity of evidence to support a classification of brand addiction as a behavioral addiction, the concept does not align with other concepts of brand loyalty, demonstrative consumption, and compulsive buying. Brand addiction is determined not by the qualities of a product, its status, or an attempt of emotional regulation, but by the "incorporation" of the brand personality into a consumer's identity
Keywords
brand,
brand addiction,
brand devotion,
irrational consumption,
loyalty,
demonstrative consumption,
compulsive buying,
maladaptive consumptionAuthors
| Shapoval Olesia A. | Higher School of Economics | oashapoval@hse.ru |
Всего: 1
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