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Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin, in collaboration with co-authors Muhammad Junaid, Khalid Hussai, and Fujun Hou, has published the paper “Brand Love and Brand Addiction and Their Effects on Consumers’ Negative Behaviors” in the prestigious European Journal of Marketing.

The article assesses when consumers brand love turns into brand addiction, which leads to negative consumer behaviors such excessive spending and even debt. Some people’s devotion to a brand can result in them talking negatively about competing brands and an increase in consumer anxiety if they can’t buy the brand. The study shows that while brand love is good for the consumer and the brand, this is not the case when it leads to an addictive behavior that harms the consumer.

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