Table 5.

Results of the hypotheses testing.

Hypotheses	Full mediation	Partial mediation		Support
	SPC		SPC
H1: Social comparison → Brand addiction	.64∗∗∗		.52∗∗∗	Supported
H2: Materialism → Brand addiction	.49∗∗∗		.23∗∗	Supported
H3: Brand addiction → Willingness to pay premium	.63∗∗∗		.63∗∗∗	Supported
H4: Brand addiction → Word-of-mouth	.64∗∗		.64∗∗	Supported
H5: Social comparison → Materialism			.51∗∗∗	Supported
Variance explained
Brand addiction	40.9%		44.7%

Notes: SPC = Standardized Path Coefficient; ∗∗∗p < .0001; ∗∗p < .001.