Social comparison effects on brand addiction: A mediating role of materialism
This research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an...
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| Format: | Article |
| Language: | English |
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Elsevier
2020-11-01
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| Series: | Heliyon |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844020323033 |