IMPACT OF MATERIALISM ON IMPULSIVE BUYING: MEDIATING ROLE OF CREDIT CARD USE AND BRAND LOYALTY

• Published in: Pakistan economic and social review 2019-07, Vol.57 (1), p.23-46
• Main Authors: Rashid, Muhammad Anwar, Islam, Talat, Malik, Muhammad Uzair, Ahmer, Zeshan
• Format: Article
• Language: English
• Subjects: Behavior; Brand equity; Brand loyalty; Brands; Consumer behavior; Consumer research; Consumers; Consumption; Credit; Credit card industry; Credit cards; Economic aspects; Happiness; Hypotheses; Impulse buying; Islam; Loyalty; Marketing; Materialism; Questionnaires; Retail trade
• ISSN: 1011-002X; 2224-4174

The purpose of this study is to investigate the influence of materialism on impulsive buying behavior considering credit card use and brand loyalty as mediators between the relationship of materialism and impulsive buying in the Pakistani context. Paper, as well as electronic questionnaires, were used to collect data from consumers. In order to examine the hypotheses, regression analysis was performed. In addition, hierarchal regression method was used to test the mediators. The findings of the study indicated that materialism positively impacts credit card use, brand loyalty, and impulsive buying. Furthermore, credit card usage and brand loyalty mediate the relationship between materialism and impulsive buying. All hypotheses were supported except one regarding the association between brand loyalty and impulsive buying. The study was conducted on consumers of Pakistan. It might be possible that consumers of different regions may have different attitudes. The findings are beneficial for firms and marketers who always try to achieve a match between their offerings and consumer’s dispositions. The study contributes to the existing literature by examining the mediating role of brand loyalty which was not previously examined at large.