Brand addiction in the contexts of luxury and fast-fashion brands

Mrad, Mona, Majdalani, Joelle, Cui, Charles and El Khansa, Zeinab (2020) Brand addiction in the contexts of luxury and fast-fashion brands. Journal of Retailing and Consumer Services, 55. p. 102089. ISSN 0969-6989

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Although research on consumer-brand relationship has gained increasing interest among scholars, little is known to date about its most intense form – brand addiction. This research explores the main motives and outcomes of this phenomenon in the two brand categories: luxury and fast-fashion brands. The authors conducted 21 in-depth interviews in the U.S. to tap into the respondents' addictive experiences with luxury and fast-fashion brands. Different themes emerged regarding the motivations for luxury and fast-fashion brand addiction. Self-expressiveness, status consumption and perceived quality are motivators for luxury fashion brand addiction while continuous update of fashion-led items, perceived value, and product assortments are motivators for fast-fashion brand addiction. As for the consequences, interpersonal relationships and financial issues emerged as common themes for addiction to certain luxury and fast-fashion brands while selectivity of style and motivation to work harder surfaced as themes for addiction to particular luxury brands. The results also show that brand addiction may cause both positive and negative effects on consumers’ well-being. This research provides important implications for consumer-brand relationships and ethical considerations for brand managers.

Item Type: Article
Uncontrolled Keywords: brand addiction, luxury fashion, fast-fashion
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 10 Mar 2020 09:41
Last Modified: 10 Mar 2020 17:30

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