ABSTRACT

The purpose of this research is to investigate the causes and consequences of high-tech brands. We surveyed 360 customers in Lebanon on the causes and effects of brand addiction. The results show that brand love, brand liking, brand attachment, and brand passion have a positive impact on brand addiction. Also, our study reveals that addiction to high-tech brands has a positive impact on life happiness and self-esteem. This research offers new theoretical and managerial contributions to the research of brand addiction.

中文翻译：

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调查对高科技品牌成瘾的原因和后果

摘要

本研究的目的是调查高科技品牌的成因和后果。我们对黎巴嫩的 360 名客户进行了关于品牌成瘾的原因和影响的调查。结果表明，品牌喜爱、品牌喜好、品牌依恋和品牌热情对品牌成瘾有正向影响。此外，我们的研究表明，对高科技品牌的依赖对生活幸福和自尊有积极影响。本研究为品牌成瘾研究提供了新的理论和管理贡献。