Tesis
Prior studies on brand communities showed a positive influence on consumer behavior. However, it could act like a double edge sword and possess dark sides that potentially could harm the brand. The present study investigates the role of brand identification and brand passion in the development of behaviors like impulsive and obsessive-compulsive buying. A quantitative method using an online survey was used to see the behavior of 533 survey responses from a brand community in Indonesia. The result found that brand identification positively influences harmonious brand passion and obsessive brand passion. Only obsessive brand passion was found to directly influence impulsive and obsessive-compulsive buying. This study also tested the moderation effect of community identification, shopping motivation of idea shopping, and social shopping. The research contributes to the literature on the study of compulsive buying from the brand community perspective. Practical suggestions for marketers on how to prevent and face these consumer behaviors are also included.
| Call Number | Location | Available |
|---|---|---|
| T 005/24 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Pascasarjana Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Indonesia 2024 |
|---|---|
| Edisi | - |
| Subjek | Brand community Brand Identification Impulsive buying Community identification Harmonious brand passion Obsessive brand passion Obsessive compulsive buying |
| ISBN/ISSN | - |
| Klasifikasi | NONE |
| Deskripsi Fisik | viii, 37 p. ; 30 cm |
| Info Detail Spesifik | Tesis |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |