Brand Experience as a Driver of Compulsive Buying Behavior: Evidence From the Pakistani Fashion Industry.
Year: 2026
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to investigate the impact of brand experiences on compulsive buying through the mediating effect of brand love in the clothing sector of Karachi, Pakistan. A quantitative research approach was used to gather primary data from consumers of clothing brands, with 222 valid responses. Initial data cleaning was done in the program SPSS, and further structural analysis was done in the program Partial Least Squares Structural Equation Modeling with SmartPLS 4. The empirical results suggest that the brand experience is positively related to compulsive buying through the mechanism of brand love. Brand love has a significant positive impact on both the brand experience and compulsive buying as a strong mediator in this relationship. By associating brand experience with brand love and subsequent compulsive brand buying the results show that brand love is a powerful positioning tool for clothing brands doing business in Asian markets in particular Karachi. Marketing managers can develop successful strategies centered on attachment to the brand to stimulate ongoing engagement with consumers. This research demonstrates the positive impact of brand love on compulsive purchasing behaviors in an emerging market. Managers are encouraged to improve the quality of clothing and optimize the brand experiences to satisfy consumers beyond what they need in order to provoke a high emotional attachment in order to drive repetitive purchasing trends. Keywords: Brand Experience, Brand Love, Compulsive Buying, Fashion Brands
Source: Bulletin of Management Review
Authors: Minhaj Ikram, Afshan Anwar, Sumera Mehmood
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7217068340