Exploring the interplay of brand characteristics, brand addiction and compulsive buying behavior among Pakistani consumers

Purpose This study investigates the influence of brand characteristics, specifically brand self-expressiveness, brand innovativeness and brand liking, on compulsive buying behavior, with brand addiction serving as a mediating variable. It aims to understand how these brand attributes shape consumers’ emotional attachment to brands and their subsequent purchasing tendencies within Pakistan’s apparel industry, particularly in Karachi. The research further seeks to highlight the managerial relevance of brand addiction in influencing consumer decision-making and the ethical implications associated with compulsive buying. Design/methodology/approach A quantitative research design was used, using a structured questionnaire based on a five-point Likert scale. Data were collected from 384 respondents, including students and working professionals, through convenience sampling. The data were analyzed using partial least squares structural equation modeling. Reliability and validity were evaluated using Cronbach’s alpha, composite reliability, average variance extracted and the Fornell–Larcker and HTMT criteria. Path analysis was conducted to test the hypothesized relationships at a 5% significance level. Findings The results reveal that brand self-expressiveness, brand innovativeness and brand liking each have a positive and statistically significant effect on brand addiction. Brand addiction, in turn, significantly influences compulsive buying behavior and mediates the relationship between brand characteristics and compulsive buying. Originality/value This study contributes to the limited body of research on brand addiction and compulsive buying in emerging markets. It uniquely examines these constructs within Pakistan’s cultural and retail context, providing valuable insights into how emotional and psychological brand connections drive consumer behavior while emphasizing the need for ethical and responsible marketing practices.