Pakistani consumers’ motives behind compulsive buying of clothing brands: the moderating role of attachment styles

Abstract

The aim of this study is to examine the Pakistani consumers’ compulsive buying behavior and motives such as self- congruence and materialism, which influences them towards compulsive buying of branded clothes. This study also examines indirect effect of self-congruence and materialism on compulsive buying through brand attachment. Lastly, this study tests the moderation effects of attachment anxiety and avoidance between brand attachment and compulsive buying. Survey is based on 406 respondents and data is analyzed through SPSS version 22 and AMOS version 22. Results indicate that the effects of ideal self congruence and materialism are positively significant on both brand attachment and compulsive buying. Brand attachment also significantly and positively effects compulsive buying. On examining the mediation effect of brand attachment on the relationship between compulsive buying and ideal self-congruence, it is found that it completely mediates this relationship. However, partial mediation is observed on testing the effect of materialism on compulsive buying through brand attachment. Lastly, the study confirms the moderating role of attachment avoidance and rejects the moderation of attachment anxiety between brand attachment and compulsive buying. However, its direct effects on compulsive buying are observed. This study has several implications. Keywords: Ideal self-congruence, brand attachment, materialism, compulsive buying, Pakistan, clothing brands, attachment anxiety, attachment avoidance