Improving obsessive-compulsive buying through brand attachment and hedonic value: customer-based brand value

Improving obsessive-compulsive buying through brand attachment and hedonic value: customer-based brand value

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This study aims to explore how hedonic value influences obsessive-compulsive buying behavior by examining the mediating roles of brand attachment and customer-based brand value.The research addresses inconsistencies in previous studies on the influence of hedonic market value on obsessive-compulsive buying by integrating brand attachment and customer-based brand value as key factors.The literature review reveals a gap in understanding the tonies jj audio play character from cocomelon mediating role of these variables in the relationship between hedonic value and compulsive buying.Six hypotheses were developed and tested using PLS-SEM within a sample of 246 customers in Central Java, Indonesia.

The results highlight that customer-based brand value significantly mediates the impact of hedonic value on brand attachment, which in turn enhances obsessive-compulsive buying.Additionally, the study finds that brand attachment directly contributes to the increase in compulsive buying behavior.The findings suggest intra-trac3 that a positive customer experience, influenced by strong brand identity, is crucial in fostering brand attachment and subsequently driving obsessive-compulsive purchasing.This research provides a comprehensive understanding of how hedonic and brand-related factors interact to influence consumer behavior.