Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption
研究发现强迫性购买和品牌成瘾是两种不同的成瘾消费，可能同时发生；强迫性购买有负面影响，而品牌成瘾不导致债务，反而提升自尊和生活幸福感，且品牌成瘾能中介强迫性购买与债务规避、自尊和幸福感的关系。
While compulsive buying and brand addiction are both addictive consumption, little is known about how they jointly impact on consumers. This research demonstrates that compulsive buying and brand addiction are distinct phenomena and may co-occur. Data from this research demonstrates that while compulsive buying has negative impacts, brand addiction does not result in debt and has positive impacts on self-esteem and life happiness. Compulsive buying is positively related to brand addiction, and brand addiction positively mediates the relationships between compulsive buying and debt avoidance, self-esteem and life happiness. This research introduces a new perspective on theorizing comorbid addiction of compulsive buying and brand addiction by providing evidence that brand addiction may not be pathological, and compulsive buying's negative effects may be weakened or eliminated in the presence of brand addiction. It opens avenues for further research to create broader and more parsimonious theoretical models for responsive marketing approaches to addictive consumption.