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INTERACTIVE EFFECTS OF MATERIALISM AND ANTECEDENTS OF BRAND JEALOUSY
Corresponding Author(s) : Saqib Mehmood
Humanities & Social Sciences Reviews,
Vol. 9 No. 3 (2021): May
Purpose of the study: This study focuses on theorizing and testing new conceptual linkages between various antecedents of brand jealousy grounded in Jealousy theory. This study tested the conceptual linkage for antecedents of brand jealousy such as brand attachment, brand aspiration, and self-esteem with brand jealousy. This study further investigated the moderating role of materialism between antecedents and brand jealousy.
Methodology: Using cross-sectional field data of (N = 512) brand savvy individuals from the cultural context of Pakistan. The data were analyzed using process macros by Hayes.
Major Findings: Results revealed that brand attachment and brand aspiration significantly predicted brand jealousy. At the same time, a negative association of self-esteem with brand jealousy was not proved in the hypothesized direction. Results also revealed that materialism did not moderate between brand attachment and brand jealousy. On the other hand, materialism significantly moderated between brand aspiration and brand jealousy. Similarly, materialism also moderated significantly between self-esteem and brand jealousy.
Implications of the study: This study provides key theoretical and practical insights for marketing scholars, marketers, brand managers, and policymakers. Numerous future research directions are also suggested to help further the field grow in the upcoming era.
Novelty/Originality: This study contributed to the body of knowledge by theorizing and testing several new and unexplored relationships to advance the research in the field of brand jealousy, brand management, and consumer behaviour.
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