Harmonious and Obsessive Passion Influence Consumers’ Support for Technology Products Through Brand Addiction

Brand addiction has recently been conceptually developed and scaled up. Brand-addicted customers constitute a valuable market segment for brands, particularly in Vietnam due to the increased number of consumers shifting from buying unbranded products to branded ones. However, little research has investigated the factors influencing brand addiction and its outcomes. Adopting the dualistic model of passion, this research develops a model to predict harmonious and obsessive passions as key antecedents of brand addiction and highlights the loyal behavior of consumers to support a brand after a scandal as its key consequence. This study was accomplished with Vietnamese consumers who had bought technology products through e-commerce. The proposed model was tested with 417 questionnaire respondents. Internal consistency, composite reliability, convergent validity, and average variance extracted were assessed to validate a reflective measurement model. Finally, SmartPLS 3.0 software was used to analyze the structural equation modeling of the research model. The findings of this study illustrate the benefits of efforts aimed at increasing consumers’ emotional connections with brands. Practitioners can find the results of the study valuable to manage the relationship with their consumers from the emotional perspective.