Investigating the causes and consequences of addiction to high-Tech brands

ABSTRACT

The purpose of this research is to investigate the causes and consequences of high-tech brands. We surveyed 360 customers in Lebanon on the causes and effects of brand addiction. The results show that brand love, brand liking, brand attachment, and brand passion have a positive impact on brand addiction. Also, our study reveals that addiction to high-tech brands has a positive impact on life happiness and self-esteem. This research offers new theoretical and managerial contributions to the research of brand addiction.

KEYWORDS:

• Brand Addiction
• High-Tech Brands
• Addiction
• Consumer–Brand Relationship
• Consumer Well-Being

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Samer Elhajjar

Samer Elhajjar, Assistant Professor and Coordinator of the Marketing Track at the University of Balamand, Lebanon.

Mariam Kaskas

Mariam Kaskas, MBA, University of Balamand, Lebanon.

Salma Tlaiss

Salma Tlais, MBA, University of Balamand, Lebanon.