Influence of Brand Personality Congruence, Brand Attachment, Brand Love and Obsessive Passion on Compulsive Buying Behavior

The importance of brand personality congruence (BPC), brand attachment (BA) and brand love (BL) in the luxury marketing is paramount. Still, their relationships in enhancing the customers obsessive passion (OP) and compulsive buying behavior (CBB) through the moderating role of materialism remains tenuous in luxury branding. Addressing these gaps, this study aims to empirically investigate the BPC framework and its impact on customers CBB in the luxury branding of Pakistan by using self-congruity theory. In a cross-sectional study design, survey-based data is collected from 377 consumers of luxury brands, visiting retail stores. For data analysis, PLS-SEM technique is employed by using SmartPLS 4. The findings reveal positive relationship between brand personality congruence and customers' positive feelings, including brand love and brand attachment which subsequently transforms into compulsive purchase behavior. Additionally, materialism moderates, thus strengthens the relationship between the customers OP and CBB in luxury branding. This study is significant since it has examined the relationships from self-congruity theory which is giving a new lens of understanding how the brand personality congruence can lead to unexplored and hidden but important aspects such as feelings, love and attachment which subsequently enhances the compulsive buying behavior. The study will help practitioners and marketers in developing advertising and promotional strategies that target consumer self-identity and align with the brand's personality to encourage compulsive purchasing.