The Impact of Brand Prominence on Trash Talking with Emphasis on Compulsive Buying, Brand Passion and Brand Anxiety

Abstract: Objective: In a world where brand trust is increasingly vital, many consumers rely on personal recommendations about a brand, making it imperative for businesses to recognize that their happiest customer is their most satisfied one, and the most effective advertising is word-of-mouth. This study aims to investigate the impact of brand prominence on trash talking, focusing on compulsive buying, brand passion, and brand anxiety.

Research Method: This research is applied in nature and utilizes a quantitative, descriptive-correlational research method. The statistical population comprises consumers of mobile phone brands such as iPhone, Samsung, Huawei, Xiaomi, and HTC in Tehran. The sample size is determined using the Cochran formula due to the unknown population size, resulting in 384 individuals. Multi-stage cluster random sampling is employed for data collection. The research instrument used is the Japutra and colleague’s questionnaire (2022), utilizing a five-point Likert scale. Structural equation modeling is employed for construct validity assessment, along with reliability testing using Cronbach's alpha coefficient and composite reliability. Hypothesis testing is conducted through structural equation modeling in SmartPLS3 and SPSS software.

Findings: Descriptive data show that the majority of respondents are aged between 25 to 35 years (48.1%), followed by the age group of 35 to 44 years (31.4%), 45 to 54 years (14.3%), 55 to 65 years (4.4%), and over 65 years (1.8%). In terms of educational level, respondents mainly hold bachelor's degrees (35.1%), followed by master's degrees (19%), diplomas (17.9%), postgraduate diplomas (11.9%), sub-diplomas (10.9%), and doctoral degrees (5.2%). Inferential findings suggest that brand passion has a positive impact on trash talking, compulsive buying, and brand loyalty, and brand prominence has a positive effect on brand passion, brand anxiety, and compulsive buying.

Conclusion: Companies must exercise careful management of consumer-brand relationships, devising different strategies for various consumer segments, especially those prone to negative behaviors.



Findings: Descriptive data show that the majority of respondents are aged between 25 to 35 years (48.1%), followed by the age group of 35 to 44 years (31.4%), 45 to 54 years (14.3%), 55 to 65 years (4.4%), and over 65 years (1.8%). In terms of educational level, respondents mainly hold bachelor's degrees (35.1%), followed by master's degrees (19%), diplomas (17.9%), postgraduate diplomas (11.9%), sub-diplomas (10.9%), and doctoral degrees (5.2%). Inferential findings suggest that brand passion has a positive impact on trash talking, compulsive buying, and brand loyalty, and brand prominence has a positive effect on brand passion, brand anxiety, and compulsive buying.

Conclusion: Companies must exercise careful management of consumer-brand relationships, devising different strategies for various consumer segments, especially those prone to negative behaviors.

Findings: Descriptive data show that the majority of respondents are aged between 25 to 35 years (48.1%), followed by the age group of 35 to 44 years (31.4%), 45 to 54 years (14.3%), 55 to 65 years (4.4%), and over 65 years (1.8%). In terms of educational level, respondents mainly hold bachelor's degrees (35.1%), followed by master's degrees (19%), diplomas (17.9%), postgraduate diplomas (11.9%), sub-diplomas (10.9%), and doctoral degrees (5.2%). Inferential findings suggest that brand passion has a positive impact on trash talking, compulsive buying, and brand loyalty, and brand prominence has a positive effect on brand passion, brand anxiety, and compulsive buying.

Conclusion: The salience of a brand has significant effects on consumer behavior, especially on brand Trash Talking. Obsessive purchases, passion and brand anxiety are all influenced by the visibility of a brand in the market. When a brand is salient, consumers are more likely to make compulsive purchases and may experience stronger emotions such as passion or anxiety when interacting with a famous brand. Therefore, marketers should consider the impact of brand salience on consumer behavior when developing branding strategies to effectively engage with their target audience. Key words: brand prominence, brand passion, brand anxiety, compulsive buying, Trash Talking