The purpose of this study is to investigate the influence of materialism on impulsive buying behavior considering credit card use and brand loyalty as mediators between the relationship of materialism and impulsive buying in the Pakistani context. Paper, as well as electronic questionnaires, were used to collect data from consumers. In order to examine the hypotheses, regression analysis was performed. In addition, hierarchal regression method was used to test the mediators. The findings of the study indicated that materialism positively impacts credit card use, brand loyalty, and impulsive buying. Furthermore, credit card usage and brand loyalty mediate the relationship between materialism and impulsive buying. All hypotheses were supported except one regarding the association between brand loyalty and impulsive buying. The study was conducted on consumers of Pakistan. It might be possible that consumers of different regions may have different attitudes. The findings are beneficial for firms and marketers who always try to achieve a match between their offerings and consumer’s dispositions. The study contributes to the existing literature by examining the mediating role of brand loyalty which was not previously examined at large.

Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: store brands versus national brand promotions. Journal of marketing, 65(1), 71-89.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Ali, S. A., Ramzan, M., Razi, A., Khan, H., & Fatima, I. (2012). Materalistic thoughts among people. Global Journal of Management and Business Research, 12(8).

Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97.

Atulkar, S., & Kesari, B. (2018). Role of consumer traits and situational factors on impulse buying: does gender matter? International Journal of Retail & Distribution Management, 46(4), 386-405.

Badgaiyan, A. J., & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and Consumer Services, 21(4), 537-549.

Bandyopadhyay, N. (2016). The role of self-esteem, negative affect and normative influence in impulse buying: A study from India. Marketing Intelligence & Planning, 34(4), 523-539.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.

Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of consumer psychology, 9(2), 83-95.

Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research: Sage.

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191.

Belk, R. W. (1984). Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness. ACR North American Advances, 291.

Bernthal, M. J., Crockett, D., & Rose, R. L. (2005). Credit cards as lifestyle facilitators. Journal of consumer research, 32(1), 130-145.

Brown, T. A., & Moore, M. T. (2012). Confirmatory factor analysis. Handbook of structural equation modeling, 361-379.

Cakarnis, J., & D'Alessandro, S. P. (2015). Does knowing overcome wanting? The impact of consumer knowledge and materialism upon credit card selection with young consumers. Young Consumers, 16(1), 50-70.

Clark, M., & Calleja, K. (2008). Shopping addiction: A preliminary investigation among Maltese university students. Addiction Research & Theory, 16(6), 633-649.

d'Astous, A. (1990). An inquiry into the compulsive side of “normal” consumers. Journal of Consumer Policy, 13(1), 15-31.

David, A. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Fresh. New York.

Dittmar, H., Beattie, J., & Friese, S. (1995). Gender identity and material symbols: Objects and decision considerations in impulse purchases. Journal of Economic Psychology, 16(3), 491-511.

Durkin, T. A. (2000). Credit cards: Use and consumer attitudes, 1970-2000. Fed. Res. Bull., 86, 623.

Fang, Y., & Podoshen, J. S. (2017). New insights into materialism and conspicuous consumption in China.

Featherstone, M. (2007). Consumer culture and postmodernism: Sage.

Feinberg, R. A. (1986). Credit cards as spending facilitating stimuli: A conditioning interpretation. Journal of consumer research, 13(3), 348-356.

Field, A. (2009). Discovering statistics using SPSS: Sage publications.

Fitzmaurice, J. (2008). Splurge purchases and materialism. Journal of Consumer Marketing, 25(6), 332-338.

Flight, R. L., Rountree, M. M., & Beatty, S. E. (2012). Feeling the urge: Affect in impulsive and compulsive buying. Journal of Marketing Theory and Practice, 20(4), 453-466.

Ger, G., & Belk, R. W. (1996). I'd like to buy the world a coke: Consumptionscapes of the “less affluent world”. Journal of Consumer Policy, 19(3), 271-304.

Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, 16(1), 102-119.

Graham, J. W. (2009). Missing data analysis: Making it work in the real world. Annual review of psychology, 60, 549-576.

Hair, J. F. (2006). Multivariate data analysis: Pearson Education India.

Hayhoe, C., Leach, L. J., Allen, M., & Edwards, R. (2005). Credit cards held by college students. Journal of Financial Counseling and Planning, 16(1).

Horváth, C., & Birgelen, M. v. (2015). The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers. European Journal of Marketing, 49(1/2), 2-21.

Hunt, J. M., Chatterjee, A., Florsheim, R. A., & Kernan, J. B. (1990). Credit cards as spending-facilitating stimuli: A test and extension of Feinberg's conditioning hypothesis. Psychological Reports, 67(1), 323-330.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.

Jalees, T. (2009). An empirical analysis of impulsive buying behavior in Pakistan. Market Forces, 5(3).

Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9(4), 335-355.

Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of consumer psychology, 12(2), 163-176.

Kaplowitz, M. D., Hadlock, T. D., & Levine, R. (2004). A comparison of web and mail survey response rates. Public opinion quarterly, 68(1), 94-101.

Karbasivar, A., & Yarahmadi, H. (2011). Evaluating effective factors on consumer impulse buying behavior. Asian Journal of Business Management Studies, 2(4), 174-181.

Kaynak, E., Salman, G. G., & Tatoglu, E. (2008). An integrative framework linking brand associations and brand loyalty in professional sports. Journal of Brand Management, 15(5), 336-357.

Kim, J., Morris, J. D., & Swait, J. (2008). Antecedents of true brand loyalty. Journal of Advertising, 37(2), 99-117.

Kline, R. (2005). Methodology in the social sciences. In: Principles and practice of structural equation modeling (2nd ed.). New York ….

Kwak, H., Zinkhan, G. M., DeLorme, D. E., & Larsen, T. (2006). Revisiting normative influences on impulsive buying behavior and an extension to compulsive buying behavior: A case from South Korea. Journal of International Consumer Marketing, 18(3), 57-80.

Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.

Ogden, H., & Cheng, S. (2011). Cultural dimensions and materialism: Comparing Canada and China. Asia Pacific Journal of Marketing and Logistics, 23(4), 431-447.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.

Peat, J., & Barton, B. (2008). Medical statistics: A guide to data analysis and critical appraisal: John Wiley & Sons.

Pinto, M. B., Parente, D. H., & Palmer, T. S. (2000). Materialism and credit card use by college students. Psychological Reports, 86(2), 643-652.

Pirog, S. F., & Roberts, J. A. (2007). Personality and credit card misuse among college students: The mediating role of impulsiveness. Journal of Marketing Theory and Practice, 15(1), 65-77.

Podoshen, J. S., Andrzejewski, S. A., & Hunt, J. M. (2014). Materialism, conspicuous consumption, and American hip-hop subculture. Journal of International Consumer Marketing, 26(4), 271-283.

Podoshen, J. S., Li, L., & Zhang, J. (2011). Materialism and conspicuous consumption in China: A cross‐cultural examination. International journal of consumer studies, 35(1), 17-25.

Pradhan, D., Israel, D., & Jena, A. K. (2018). Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(5), 1239-1258.

Punj, G. (2011). Impulse buying and variety seeking: Similarities and differences. Journal of Business Research, 64(7), 745-748.

Ramanathan, S., & Menon, G. (2006). Time-varying effects of chronic hedonic goals on impulsive behavior. Journal of Marketing Research, 43(4), 628-641.

Richins, M. L. (2011). Materialism, transformation expectations, and spending: Implications for credit use. Journal of Public Policy & Marketing, 30(2), 141-156.

Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of consumer research, 19(3), 303-316.

Rindfleisch, A., Burroughs, J. E., & Wong, N. (2008). The safety of objects: Materialism, existential insecurity, and brand connection. Journal of consumer research, 36(1), 1-16.

Roberts, J. A., & Jones, E. (2001). Money attitudes, credit card use, and compulsive buying among American college students. Journal of consumer affairs, 35(2), 213-240.

Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.

Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The relationship of happiness, impulse buying and brand loyalty. Procedia-Social and Behavioral Sciences, 213, 687-693.

Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), 276-283.

Sneath, J. Z., Lacey, R., & Kennett-Hensel, P. A. (2009). Coping with a natural disaster: Losses, emotions, and impulsive and compulsive buying. Marketing letters, 20(1), 45-60.

Soman, D., & Gourville, J. T. (2001). Transaction decoupling: How price bundling affects the decision to consume. Journal of Marketing Research, 38(1), 30-44.

Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92-104.

Tatzel, M. (2002). “Money worlds” and well-being: An integration of money dispositions, materialism and price-related behavior. Journal of Economic Psychology, 23(1), 103-126.

Thomas, M., Desai, K. K., & Seenivasan, S. (2010). How credit card payments increase unhealthy food purchases: Visceral regulation of vices. Journal of consumer research, 38(1), 126-139.

Thompson, E. R., & Prendergast, G. P. (2015). The influence of trait affect and the five-factor personality model on impulse buying. Personality and Individual Differences, 76, 216-221.

Troisi, J. D., Christopher, A. N., & Marek, P. (2006). Materialism and money spending disposition as predictors of economic and personality variables. North American Journal of Psychology, 8(3), 421.

Tuu, H. H., Olsen, S. O., & Cong, L. C. (2017). Patterns of Vietnamese buying behaviors on luxury branded products. Asia Pacific Journal of Marketing and Logistics, 29(4), 778-795.

Ubel, P. A. (2009). Free market madness: why human nature is at odds with economics--and why it matters: Harvard Business Press.

Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach. Journal of Consumer Policy, 34(2), 197-210.

Vohs, K. D., & Faber, R. J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of consumer research, 33(4), 537-547.

Wang, Y. (2016). Social stratification, materialism, post-materialism and consumption values: an empirical study of a Chinese sample. Asia Pacific Journal of Marketing and Logistics, 28(4), 580-593.

Watson, J. J. (2003). The relationship of materialism to spending tendencies, saving, and debt. Journal of Economic Psychology, 24(6), 723-739.

Wilkie, W. L. (1994). Customer behavior. John Wiley&Sons, New York.