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Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem

Kosuke Mizukoshi

Journal of Product & Brand Management2026https://doi.org/10.1108/jpbm-07-2024-5329article
AJG 1ABDC A
Weight
0.50

Abstract

Purpose This study aims to investigate the mediating role of self-esteem in the relationship between human brand addiction and debt avoidance. Design/methodology/approach A quantitative mediation analysis was conducted across two surveys and one scenario-based experiment with young Japanese idol fans. Study 1 examined fans of a popular idol group, measuring brand addiction, self-esteem and debt avoidance. Study 2 broadened the scope by allowing respondents to identify their preferred idols, thereby capturing more diverse fan–idol relationships. Study 3 used an experimental design with participants randomly assigned to either a fictional idol scenario or a control condition, aiming to mitigate the correlational limitations of Studies 1 and 2 and test the indirect effect of self-esteem. Findings Human brand addiction promoted debt avoidance through the mediating effect of self-esteem. Rather than inherently generating negative outcomes, human brand addiction can contribute to identity construction and stronger debt avoidance awareness. Originality/value This study challenges the assumption that brand addiction directly affects debt avoidance, highlighting instead an indirect pathway through self-esteem. It extends brand addiction research from product-based contexts to human brands, specifically idols, within the unique cultural context of Japanese youth.

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https://doi.org/https://doi.org/10.1108/jpbm-07-2024-5329

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@article{kosuke2026,
  title        = {{Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem}},
  author       = {Kosuke Mizukoshi},
  journal      = {Journal of Product & Brand Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jpbm-07-2024-5329},
}

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Brand addiction to idols and debt avoidance: exploring the mediating role of self-esteem

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

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