Obsessed and Envious: Understanding the Dark Side of Self-Brand Connection

This study aims to understand and empirically investigate a conceptual model to examine the psychological mechanisms through which self-brand connection (SBC) leads to compulsive buying behavior. Drawing on social comparison theory, the model proposes that envy mediates the relationship between SBC and compulsive buying. Furthermore, obsessive passion is introduced as a moderator that intensifies the link between SBC and envy. Data was collected through a structured questionnaire from a sample of consumers with strong brand affiliations, and the hypotheses were tested using structural equation modeling. The results provide empirical support for the proposed relationships, suggesting that SBC significantly predicts envy, which in turn drives compulsive buying, confirming envy as a key mediator. Additionally, obsessive passion was found to moderate the SBC–envy relationship significantly, indicating that consumers with higher levels of obsessive passion experience greater envy in response to their brand connections. These findings contribute to the literature on SBC by highlighting the emotional and motivational underpinnings of compulsive buying. The study offers practical implications for marketers in managing brand strategies responsibly and for consumer well-being.