Abstract:
Consumers are likely to negotiate their identities through the brands they consume,
particularly in online communities where global and local branding intersect.
Consumer cosmopolitanism refers to a worldview characterised by an openness to
different cultures and ways of life that shapes how consumers prioritise global
brands. While prior research demonstrates global purchase intentions, empirical
investigations of its impact on deeper emotional and behavioural outcomes, such as
brand addiction, remain limited. Addressing this gap, the present study's objective is
to examine the impact of consumer cosmopolitanism on brand addiction within
online fashion communities in the Western Province of Sri Lanka. Drawing from
Social Identity Theory, data were collected through a structured questionnaire
administered to 150 respondents selected using a non-probability sampling approach
due to the unknown population size. More specifically, purposive sampling was used
to include the consumers who are actively participating in online fashion
communities. The data analysis was conducted through SPSS, utilising descriptive
statistics and inferential statistics, which include Pearson correlation analysis, and
both simple and multiple regression analysis to test hypotheses. The results
confirmed that statistically significant roles were played by dimensions of consumer
cosmopolitanism (open-mindedness, diversity appreciation, and consumption
transcending borders) on brand addiction, while showing that consumer
cosmopolitanism as a construct also strongly influences brand addiction, with an r =
.803, p < 0.001 value. Recommendations for future research include expanding the
geographic scope, applying longitudinal designs, and expanding the sample size and
sampling techniques. Based on these insights, online fashion brands can strengthen
emotional engagement and identity-based connections with consumers. In an era of
cosmopolitanism, consumption, and culturally diverse online communities offer
fashion marketers have a strategic advantage to foster brand addiction.
