by

August 13, 2022

 

Brand Addiction

ResearchProject

Abstract:

This research focuses on brand addiction. With the use of my research, I attempt to answer why people are addicted to brands. After attempting to answer what brand addiction is, my research focuses on one specific brand, and why the resale value of the brand is so high. While brand addiction is an attempt of feeling self-worth, the uniqueness of the brand Supreme and the idea of low supply with high demand. Makes the resale market explode with almost every item being overpriced.


Brand Addiction

As I continue the research process the Pioneer database has allowed me to learn more about my topic. One of the main ideas I seem to come across is the science behind social proof. An article I found defines social proof as “influence created when one discovers that others are doing something.” This seems to be what makes top brands sell even more. According to http://web.a.ebscohost.com/ehost/detail/detail?vid=10&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=118038000&db=aph this influence comes from friends, co-workers, and most importantly social media. “Being mentioned in the media is extraordinarily effective, as having your brand or company featured.”  Another source I found was a report where people’s brand attitude and purchase intention was investigated. The authors found that with only a good virtual presence with acceptable product experience and consumer gains a better brand attitude increasing their intentions to purchase an item.  The final source I found using the Pioneer Database was a report where they try and discover a consumer’s decision-making process. To summarize several of the decisions are made because of brands.  “Brands are having a more important place in our lives each day. We may neglect it, but we all find brands extremely attractive, whether it is because they make us feel wealthier or more self-confident, because we think they have a higher quality than generic ones, or for any other reason.” 

The real question is how this all ties into the company Supreme. Supreme has a certain reputation, a reputation that fits all aspects of a young “cool” person. They seem to stay away from trends allowing them to create their own. The brand is unique, and one different from any other making the demand for their products extremely high. I think social proof has brought Supreme to a whole new level. People see famous people wearing the product on social media and automatically feel a need to wear Supreme. Consumers buy Supreme regardless of the price in order to feel wealthier and in order to be self-confident. Wearing the brand makes any person seem “cool”. Making this brand unlike any other generic brand, and more desirable then any other.

 

KERN,, MERILEE. “ESTABLISHING INTEGRITY TRUST.” N.p., Sept. 2016. Web. 26 Feb. 2017.

CHING-JUI KENG, WEN-HUA CHANG, CHIN-HUA CHEN, and YA-YI CHANG. “MERE VIRTUAL PRESENCE WITH PRODUCT EXPERIENCE AFFECTS BRAND ATTITUDE AND PURCHASE INTENTION.” N.p., 2016. Web. 26 Feb. 2017. <http://web.a.ebscohost.com/ehost/detail/detail?vid=15&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=114485102&db=aph>.
Hibić, Sulejman, and Poturak, Mersid. “Impact of a Brand on Consumer Decision-making Process.” N.p., 2016. Web. 26 Feb. 2017. <http://web.a.ebscohost.com/ehost/detail/detail?vid=16&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=119069290&db=aph>.

https://www.youthvoices.live/tag/supreme/