This study developed a theoretical model to investigate the mediating effect of brand addiction with respect to three forms of value and brand advocacy. In addition, it investigated the moderating effect of consumer-brand identification on the relationship between brand addiction and brand advocacy. Three hundred and seventeen valid samples were collected via an online survey. Data was analysed using Structural Equation Modelling (SEM) with IBM SPSS 22 and IBM AMOS 22 statistical software. The results suggested that, firstly, hedonic, utilitarian, and symbolic values have significant and positive effects on both brand addiction and brand advocacy. Secondly, that brand addiction has partial mediation effects in the relationships between values and brand advocacy. Finally, that consumer-brand identification moderates the relationship between brand addiction and brand advocacy. The findings extend the literature on brand addiction by exploring its antecedents and consequence. The study also provides theoretical and practical implications about how brands develop their relationships with consumers.

Acknowledgements i
Abstract ii
Contents of Figures v
Contents of Tables vi
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivations 2
1.3 Research Questions and Objectives 4
1.4 Research Gaps 4
1.5 Sampling Scope and Subjects 6
1.6 Research Procedure 6
Chapter 2 Literature Review 9
2.1 The Cognition-Affect-Behaviour Model 9
2.2 Hedonic Value (HV) 9
2.3 Utilitarian Value (UV) 10
2.4 Symbolic Value (SV) 10
2.5 Brand Addiction (BA) 11
2.6 Brand Advocacy (BAD) 12
2.7 Consumer-Brand Identification (CBI) 12
2.8 Hypothesis Development 13
Chapter 3 Methodology 17
3.1 Research Framework and Hypotheses 17
3.2 Operational Definitions and Measures of Constructs 18
3.3 Questionnaire Design 22
3.4 Data Collection 22
3.5 Data Analysis Method 23
3.6 Common Method Variance 26
3.7 Pilot Study Results 26
Chapter 4 Data Analysis 31
4.1 Formal Survey 31
Page
4.2 Descriptive Statistics 31
4.3 Common Method Variance 35
4.4 Validity and Reliability Analysis 35
4.5 Structural Model 41
4.6 The Mediation Effect 46
4.7 The Moderation Effect 47
Chapter 5 Conclusions and Suggestions 51
5.1 Conclusion 51
5.2 Research and Managerial Implications 53
5.3 Research Limitations 55
5.4 Suggestions for Future Research 55
References 57
Appendix 1: Pilot Study Questionnaire 69
Appendix 2: Questionnaire Sources 72
Appendix 2: Questionnaire Sources (Continued) 73
Appendix 3: Examination of Common Method Variance Exploratory Factor Analysis 76
Appendix 4: Convergent Validity 82
Appendix 5: Correlations 85
Appendix 6: Reliability Analysis 84

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