Brand Engagement and Materialism: Attitude towards Shopping

Abstract

The present paper aims to find out the relation of brand engagement and materialism with consumer shopping behavior. Brand engagement considers the importance consumers give to brands (Sprott et al., 2009). The relation of materialism (intrinsic and extrinsic values) with brand engagement is represented by considering the importance a person gives to his possessions or acquisitions to achieve the desired end result. Finally, the impact of these two constructs is checked with shopping activity of both male and female. This research is based on field survey responses received from student consumers in two universities in Jammu. The findings demonstrate that brand engagement in self-concept and materialism are positively linked to liking for shopping. The different dimensions of materialism appear in consumers differently, and they influence the relationship between brand engagement and shopping activity. The study also reveals that there is a difference in shopping motivation between male and female consumers.