Brand addiction in the contexts of luxury and fast-fashion brands

Mona Mrad, Joelle Majdalani, Charles Cui, Xeinab El Khansa

Research output: Contribution to journalArticlepeer-review

43 Citations (Scopus)
28 Downloads (Pure)


Although research on consumer-brand relationship has gained increasing interest among scholars, little is known to date about its most intense form – brand addiction. This research explores the main motives and outcomes of this phenomenon in the two brand categories: luxury and fast-fashion brands. The authors conducted 21 in-depth interviews in the U.S. to tap into the respondents' addictive experiences with luxury and fast-fashion brands. Different themes emerged regarding the motivations for luxury and fast-fashion brand addiction. Self-expressiveness, status consumption and perceived quality are motivators for luxury fashion brand addiction while continuous update of fashion-led items, perceived value, and product assortments are motivators for fast-fashion brand addiction. As for the consequences, interpersonal relationships and financial issues emerged as common themes for addiction to certain luxury and fast-fashion brands while selectivity of style and motivation to work harder surfaced as themes for addiction to particular luxury brands. The results also show that brand addiction may cause both positive and negative effects on consumers’ well-being. This research provides important implications for consumer-brand relationships and ethical considerations for brand managers.
Original languageEnglish
Article number102089
JournalJournal of Retailing and Consumer Services
Early online date9 Mar 2020
Publication statusPublished - 1 Jul 2020


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