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Water by the Spoonful
Get PDFhttps://scholarship.rollins.edu/annierussell_playbills/1344/thumbnail.jp
Brand Love and Brand Addiction and their Effects on Consumers’ Negative Behaviors
Get PDFPurpose: This study investigates the relationship between brand love and brand addiction and their effects on consumers\u27 negative behaviors with respect to excessive spending, trash-talking, and the feeling of anxiety.
Methodology: A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.
Findings: While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and we observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.
Managerial Implications: While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.
Limitations: The main limitation of this study was its single-country cross-sectional convenience sample.
Originality/value: This is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction
Free to Choose: A Women\u27s Guide to Reproductive Freedom
No full text46-page typewritten pamphlet zine that documents the history of underground abortions and the pro-choice movement in pre-Roe v. Wade America. It includes stories of women who went through these abortions, information on menstural extraction, resources, and a call to action to, not go back to the bad old days .https://scholarship.rollins.edu/book_arts/1152/thumbnail.jp
