The dark side of brand community: the role of brand identification, community identification, brand passion and shopping motivation

PurposeThis paper aims to investigate whether consumers' identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience obsessive passion for brands they identify with if they are also part of brand communities, which, in turn, makes them more likely to engage in compulsive buying behavior.Design/methodology/approachAn online survey (n = 533) among members of the Adorable Representative M.C. for Youth (ARMY) Bangtan Boys (BTS) brand community was conducted. A partial least squares approach was employed to test the validity and reliability of the measurement model as well as to assess the structural equation model.FindingsResults show that brand identification affects harmonious and obsessive passion and that both relationships are moderated by brand community identification. Harmonious passion, in turn, has a positive effect on impulsive buying, whereas obsessive passion has a positive effect on both impulsive and obsessive-compulsive buying. Furthermore, consumer hedonic motivations moderate the relationship between (i) harmonious passion and impulsive buying and (ii) obsessive passion and obsessive-compulsive buying.Originality/valueTo the best of the authors' knowledge, this work is the first to examine the potential negative impacts brand community identification has on compulsive buying behavior. Besides contributing to research on the negative aspects of brand community identification, by employing a model that distinguishes between two types of passion and compulsive buying, the study provides clarification on relationships suggested by prior studies.