The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: compulsive buying and external trash-talking
Research output: Contribution to journal › Article › peer-review
Design/methodology/approach – Two studies were designed using SEM methodology. Study 1a was based on a mail survey of 280 respondents, whereas Study 1b was based on an electronic survey of 152 respondents. Study 1b was conducted to test the external validity of the research model.
Findings – In Study 1a, ideal self-congruence affects emotional brand attachment and in turn emotional brand attachment affects compulsive buying behaviour and external trash-talking. The mediation analysis indicates that emotional brand attachment mediates the relationships. Study 1b offers support to the results of Study 1a.
Practical implications – From a practical point of view, this study is useful for policy makers seeking to regulate and prevent excessive consumerism. For marketers, they should understand that brand attachment leads to compulsive buying and external trash-talking, which may provide immediate benefit for the brand or the firm. However, marketers should understand that these two negative behaviours may harm the firm image and consumers’ well-being in the long run.
Social implications – Apart from practical implications, firms should consider alleviating compulsive buying as it is harmful to society. Similarly, excessive external trash-talking may lead to physical aggression. Consumers expect firms to be socially responsible. Thus, firms should start conducting activities that promote responsible shopping and reduce external trash-talking.
Originality/value – The study highlights a dark side of ideal self-congruence and brand attachment. The results suggest that ideal self-congruence with the help of emotional brand attachment predicts compulsive buying behaviour and external trash-talking. This may not only damage brand image but also the consumers’ well-being.
|Number of pages||19|
|Journal||European Journal of Marketing|
|Early online date||31 Jan 2018|
|Publication status||Published - 9 Apr 2018|
- EKINCI_2017_cright_EJM_The role of ideal self-congruence and brand attachment in consumers’ negative behaviour
Accepted author manuscript (Post-print), 349 KB, PDF document
Press/Media: Expert Comment