The Double-Edged Sword of Jealousy: The Intentions Toward the Brand and Rival Customer | ||
| Interdisciplinary Journal of Management Studies | ||
| دوره 18، شماره 1، بهار 2025، صفحه 55-70 اصل مقاله (738.32 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2024.365407.676205 | ||
| نویسندگان | ||
| Saeid Moradipour1؛ Reza Salehzadeh* 2؛ Samaneh Soleimani3؛ Mohsen Akbari4 | ||
| 1Department of Management, University of Guilan, Guilan, Iran | ||
| 2Assistant Professor, Department of Management, University of Isfahan, Isfahan, Iran | ||
| 3Department of Marketing Australian Institute of Business, Adelaide, Australia | ||
| 4Associate Professor, Department of Management, University of Guilan, Guilan, Iran | ||
| چکیده | ||
| This study aims to examine the mediating role of brand jealousy in the relationship between brand attachment and behavioural intentions, as well as the moderating effect of perceived unfairness. This research used a quantitative method to test the research hypotheses. The data were collected from 196 respondents in Iran using a structured questionnaire, and the analysis was conducted using the AMOS 24.0 software. The results indicate that brand attachment leads to brand jealousy and brand jealousy leads to positive behavioural intentions toward the brand and negative behavioural intentions toward the rival customer. Perceived unfairness weakens the relationship between brand jealousy and intentions toward the brand, but does not strengthen the relationship between brand jealousy and intentions toward rivals. Overall, these findings provide insights into the role of brand attachment, brand jealousy and perceived unfairness in shaping consumer behaviour and highlight the importance of managing brand relationships and ensuring fairness in the marketplace. | ||
| کلیدواژهها | ||
| Brand Attachment؛ Brand Jealousy؛ Rival Customer؛ Perceived Unfairness | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 571 تعداد دریافت فایل اصل مقاله: 662 |
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