Measuring the Impact of Materialism and Self-Congruence on Compulsive Buying Behavior of University Students and the Mediating Role of Brand Attachment: Applied on the Apparel Industry

Abstract

The purpose of this research paper is to study the impact of materialism and self-congruence on compulsive buying behavior of university students with brand attachment as a mediator, applied on the apparel industry. This research is considered one of the first to use brand attachment as a mediator. The researchers proposed a conceptual model based on the literature review which was tested using a qualitative and quantitative approach. 322 online questionnaires were gathered from university students who shop frequently and exhibit compulsive buying with varying degrees. The non-probability convenience sampling technique was used throughout the research and data analysis was conducted using the SPSS software. The findings showed that there is a positive moderate relationship between materialism and compulsive buying behavior and between materialism and brand attachment as well. In addition to the positive moderate relationship between self-congruence and compulsive buying behavior as well as self-congruence and brand attachment. The same relationship is also established between brand attachment and compulsive buying behavior. Lastly, based on the findings of the hypotheses testing, the research had practical implications which included but were not limited to, the encouragement of the launch of a social awareness campaign on the negative consequences of compulsive buying behavior on young-adults; in addition to implications for apparel brand managers on how they can utilize the established relationships into their marketing mixes to increase profitability.