Abstract:
One of the causes of compulsive buying behavior is marketing activities (CBB). Effective promotional messages encourage compulsive investors to purchase. But nevertheless, there is a gap of distinction between consumers with varying degrees of CBB tendencies and how brands change their buying decisions. Because this behavior has negative consequences and the number of people who exhibit it is growing, it is critical to investigate this connection. The purpose of this study is to examine the role of brands in purchase decisions for consumers with low, medium or high degrees of CBB tendencies. This led to the following research question: In what way do consumers with different degrees of compulsive buying behavior tendencies differ with regard to (a) motivations for buying branded products, brand attachment ideal- self congruence, Actual-self congruence, Materialism, Utilitarian value, Hedonic value, Hedonic happiness, and Hedonic fun. A questionnaire with 361 respondents was used to test the hypotheses. These respondents were classified as having low, medium, or high CBB tendencies based on their scores on the CBB Screening Tool developed by Maccarrone-Eaglen and Schofield (2017). An Ordinary Least Squares predictor analysis was used to analyze the results. When it comes to attachment to buy branded products, consumers with higher CBB tendencies have lower levels of brand trust and switch between brands more frequently. There were no significant differences in brand attachment. Overall, the greater the degree of CBB tendencies, the fewer brands influence consumer purchasing decisions. A structured questionnaire was distributed with the residents of Islamabad & Rawalpindi using Google forms. Using convenience and snowball sampling, 361 responses were collected out of which 361 responses were utilized in this study. Questions were adopted from the literature with reference to the participants of branded clothing’s. SPSS and Smart PLS were used to analyze the data. The analysis of results revealed that materialism & Utilitarian value has a significant impact on compulsive buying behavior.
