The mediating effect of brand addiction in the brand love and post-purchase regret relationship: Evidence from the mobile phone users

Academic research on branding is continuously considering the connectedness between consumers and brands. Literature in this area studies the consumers’ degree of attachment considered as brand love and even addiction, alongside the outcomes of both concepts, whether negative or positive. Although studies related to the negative outcomes are still limited. The current research directs the attention to one of the outcomes that is post-purchase regret. The data was collected using an online questionnaire reaching the sample of 393 mobile users. The data was analysed by WarpPls8 using PLS-SEM as a statistical method. The study’s hypothesis regarding the relationship between brand love, addiction and post-purchase regret were accepted. Whereas brand addiction partially mediated the relation between brand love and post-purchase regret. No statistically significant difference has been detected for gender difference in the relationship among the constructs.