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|Title:||Investigating the causes and consequences of addiction to high-Tech brands||Authors:||Hajjar, Samer
|Affiliations:||Department of Business Administration||Keywords:||Addiction
|Issue Date:||2022||Publisher:||Taylor & Francis Online||Part of:||Technology Analysis & Strategic Management||Start page:||1||End page:||14||Abstract:||
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.
|URI:||https://scholarhub.balamand.edu.lb/handle/uob/5341||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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checked on Dec 7, 2022
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