The relationship among brand addiction, price sensitivity and compulsive buying: A research on the clothing industry

The concept of brand addiction is an important concept in terms of consumer behavior. In the literature review, it is seen that consumers who have brand addiction have a positive effect on the profitability of businesses. It is understood from the literature review that one of the concepts that has a positive effect on the profitability of businesses is price sensitivity. In the literature, there are not many studies examining brand addiction and the relationship between brand addiction and price sensitivity. Especially in Türkiye, the number of studies examining brand addiction is low. In this study, the effects of brand addiction on price sensitivity, price sensitivity on compulsive buying and compulsive buying on brand addiction were investigated. This research was carried out by evaluating the habits of university students in the clothing industry. The analyses of the study were made using the SPSS 20 program with 386 questionnaires. In this study, reliability analysis was applied to the data obtained from 386 questionnaires. Factor analysis was applied to evaluate the validity of the scales used in the questionnaire study of the research. KMO and Bartlett Test were applied to determine the sampling compliance. According to the results of the correlation and regression analyses applied in the study, brand addiction has a significant effect on price sensitivity. In the analyses made, it was concluded that price sensitivity has a significant effect on compulsive buying and compulsive buying has a significant effect on brand addiction.