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Title: Investigating the causes and consequences of addiction to high-Tech brands
Authors: Hajjar, Samer 
Kaskas, Mariam
Tlaiss, Salma
Affiliations: Department of Business Administration 
Keywords: Addiction
Brand Addiction
Consumer Well-Being
Consumer–Brand Relationship
High-Tech Brands
Issue Date: 2022
Publisher: Taylor & Francis Online
Part of: Technology Analysis & Strategic Management
Start page: 1
End page: 14
The purpose of this research is to investigate the causes and consequences of high-tech brands. We surveyed 360 customers in Lebanon on the causes and effects of brand addiction. The results show that brand love, brand liking, brand attachment, and brand passion have a positive impact on brand addiction. Also, our study reveals that addiction to high-tech brands has a positive impact on life happiness and self-esteem. This research offers new theoretical and managerial contributions to the research of brand addiction.
ISSN: 09537325
DOI: 10.1080/09537325.2021.1934438
Ezproxy URL: Link to full text
Type: Journal Article
Appears in Collections:Department of Business Administration

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