This study aims to delve into the complex world of brand addiction by conducting a comprehensive survey of existing literature. We will explore the intricacies of consumer behavior, uncover the neurological basis of brand loyalty, and investigate the larger societal implications of intense brand attachment. By combining insights from psychology, marketing, neuroscience, and sociology, this study seeks to provide a deep understanding of how individuals form strong connections with specific brands. Additionally, we will examine the role of marketing strategies in cultivating brand addiction and explore the potential impact on personal well-being and societal dynamics. Through this comprehensive examination, we hope to shed light on this fascinating phenomenon and its far-reaching consequences. Brand addiction, a captivating aspect of consumer behavior that goes beyond mere brand loyalty, is explored in this literature review. With businesses increasingly prioritizing the development of strong brand identities, it becomes crucial to comprehend the psychological and emotional dimensions of brand addiction. By integrating findings from various academic domains including marketing, psychology, sociology, and neuroscience, this review offers a comprehensive overview of the present understanding of brand addiction. The survey also looks into the causes and effects of brand addiction, examining aspects such as brand attachment, brand personality, and the influence of advertising on consumer perceptions. It investigates how social and cultural elements shape brand addiction, as well as the impact of technological advancements like social media and personalized marketing on intensifying brand relationships. Furthermore, the review addresses the potential negative consequences of brand addiction, exploring situations where excessive brand attachment can lead to compulsive buying, financial strain, or social isolation. It also discusses the ethical considerations associated with brand addiction, highlighting the responsibility of businesses in managing and mitigating potential harm resulting from fostering strong connections with their brands. By synthesizing existing literature, this review provides valuable insights for scholars, marketers, and policymakers seeking a deeper understanding of the complexities surrounding brand addiction. Additionally, it concludes with suggestions for future research directions and practical implications for businesses aiming to cultivate meaningful and sustainable brand-consumer relationships in an ever-changing market landscape.