Table 2.
Measurement model.
| Construct | Loading | α |
|---|---|---|
| Brand addiction | .869 | |
| I often fail to control myself from purchasing products of my favorite brand. | 0.723 | |
| I tend to give up some life activities and duties such as the occupational, academic and familial in order to fulfil some activities related to my favorite brand. | 0.657 | |
| I tend to allocate certain portion of my monthly income to buy the products of my favorite brand. | 0.701 | |
| I usually remember tenderly the previous experience with my favorite brand. | 0.747 | |
| I experience a state of impatience immediately before I can get hold of the products of my favorite brand. | 0.765 | |
| I follow my favorite brand's news all the time. | 0.736 | |
| Materialism | .855 | |
| I admire people who own expensive homes, cars, and clothes, | 0.678 | |
| The things I own say a lot about how well I'm doing in life. | 0.771 | |
| I like to own things that impress people. | 0.789 | |
| I like a lot of luxury in my life. | 0.754 | |
| My life would be better if I owned certain things I don't have. | 0.710 | |
| It sometimes bothers me quite a bit that I can't afford to buy all the things I'd like. | 0.771 | |
| Social comparison | .874 | |
| In social situation, I sometimes compare my appearance to the appearances of other people. | 0.856 | |
| I often compare myself with others with respect to what I have accomplished in life. | 0.931 | |
| If I want to learn more about something, I try to find out what others think about it. | 0.871 | |
| I always pay a lot of attention to how I do things compared with how others do things. | 0.847 | |
| I always like to know what others in a similar situation would do. | 0.844 | |
| I often like to talk with others about mutual opinions and experiences. | 0.832 | |
| WOM | .894 | |
| I have recommended my favorite brand to lots of people. | 0.846 | |
| I “talk up” my favorite brand to my friends. | 0.921 | |
| I try to spread the good word about my favorite brand. | 0.915 | |
| I give my favorite brand tons of positive word-of-mouth advertising | 0.802 | |
| Willingness to pay | .874 | |
| The likelihood of my purchasing the favorite brand is willingness. | 0.907 | |
| My willingness to buy the favorite brand is absolute. | 0.921 | |
| The probability that I would consider buying the favorite brand is 100%. | 0.852 |
Notes: All values are significant at the 0.05 level. α = Cronbach's alpha.