Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem

Purpose This study aims to investigate the mediating role of self-esteem in the relationship between human brand addiction and debt avoidance. Design/methodology/approach A quantitative mediation analysis was conducted across two surveys and one scenario-based experiment with young Japanese idol fans. Study 1 examined fans of a popular idol group, measuring brand addiction, self-esteem and debt avoidance. Study 2 broadened the scope by allowing respondents to identify their preferred idols, thereby capturing more diverse fan–idol relationships. Study 3 used an experimental design with participants randomly assigned to either a fictional idol scenario or a control condition, aiming to mitigate the correlational limitations of Studies 1 and 2 and test the indirect effect of self-esteem. Findings Human brand addiction promoted debt avoidance through the mediating effect of self-esteem. Rather than inherently generating negative outcomes, human brand addiction can contribute to identity construction and stronger debt avoidance awareness. Originality/value This study challenges the assumption that brand addiction directly affects debt avoidance, highlighting instead an indirect pathway through self-esteem. It extends brand addiction research from product-based contexts to human brands, specifically idols, within the unique cultural context of Japanese youth.