Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

• 出版年: South Asian Journal of Marketing
• 主要な著者: Mitra Meijani, Alireza Rousta, Dariyoush Jamshidi
• フォーマット: 論文
• 言語: 英語
• 出版事項: Emerald Publishing 2023-10-01
• 主題: Brand addiction; Repurchase of luxury products; Brand jealousy; Brand love; Brand experience
• オンライン･アクセス: https://www.emerald.com/insight/content/doi/10.1108/SAJM-12-2022-0078/full/pdf
• ISSN: 2719-2377; 2738-2486

Purpose – The expansion of lifestyle and luxury markets has necessitated new marketing techniques. Recently, brand addiction has been a new topic in luxury repurchasing. The information reported in the literature regarding the effectiveness of brand addiction is insufficient and controversial. This research aimed to assess the role of brand addiction in Islamic consumers who purchase luxury smartphone brands. Design/methodology/approach – Survey responses were collected from an online sample of 384 luxury consumers in Iran. The methods were evaluated using software (smart PLS 3) to test the hypothesis. Findings – According to the uniqueness theory, the authors completed that brand addiction and consumer relationships are different and relative in each luxury product. The results positively determine that brand addiction has a more significant impact than brand jealousy, brand love and brand experience in repurchasing luxury consumers. Research limitations/implications – This study helps expand the literature on luxury repurchases and contends that brand addiction creates a new perspective in understanding behavioral addiction. Practical implications – This paper provides insights for current and future marketers and managers, especially in Iran. Originality/value – This investigation is the first study on the impact of different dimensions of brand addiction on luxury smartphone repurchase intention. In this regard, the findings of the study are important in the luxury market and extend current knowledge on repurchasing luxury products such as in Iran.