| Abstract [eng] |
The analysis of scientific literature revealed that self-congruence, brand attachment, materialism, and anxiety are closely related to compulsive buying behaviour. Nevertheless, there is a lack of scientific research in this field.Therefore, the aim of this project was to provide a theoretical foundation and to empirically verify the links between self-congruence, brand attachment, materialism, anxiety, and compulsive buying. The theoretical background in this context was described by analysing the scientific literature. Research data was analysed using “IBM SPSS” software. In order to test the research hypothesis, the factor, correlation, linear and multilinear regression analyses were performed. The results revealed that a statistically significant positive correlation exists between self-congruence (actual and ideal) and brand attachment, between brand attachment and compulsive buying (impulsive and obsessive-compulsive buying), between materialism and CB (impulsive and obsessive-compulsive buying), between anxiety and CB (impulsive and obsessive-compulsive buying). However, the results of multiple linear regression analysis confirmed that only self-congruence (actual and ideal) positively influences brand attachment. In this case, the ideal self-congruence has a stronger impact on brand attachment. The linear regression revealed that brand attachment has a positive influence on obsessive-compulsive buying while the other research hypotheses brand attachment positively influences impulsive buying, actual self-congruence negatively influences impulsive buying, materialism and anxiety positively influences impulsive and obsessive-compulsive buying were rejected. |
