The link between consumer compulsive behaviour and consumer brand perceptions : the case of sports brands

Abstract

Purpose – This study determines the link between consumer compulsive behaviour and consumers’ brand perceptions in the case of sports brands. Design/Methodology/Approach – A quantitative online questionnaire was used to measure individuals’ compulsive behaviours and perceived image of their favourite sports brand. Findings – Results suggest that there is a correlation between aspects of consumer compulsive behaviour such as emotional moods and monetary evaluation with perceived emotional aspects of a particular sports brand. Research Limitations – Limitations of this research study emerge from a relatively small sample of Maltese citizens and the study’s context (specific to sports brands). Practical Implications – This study can be used by marketing professionals to better promote their sports brand goods and manage the brand’s image in the mind of target customers. Originality/Value – Traditional market research investigated compulsive buyers and how they perceive products. This study analyses how brand perceptions (specifically about sports brands), influence compulsive buyers’ buying habits.