Brand jealousy and willingness to pay premium: The mediating role of materialism

Fomsumerism: A Theoretical Framework

“…For this reason, it is possible to say that young generation is more open to conspicuous products or services (Kim & Jang, 2014), such as luxury restaurants, mobile phones, sport brands. On the other hand, millennials give considerable attention to materialism to deal anxiety by possessing specific brands (Bıçakcıoğlu, Ögel & İlter, 2017;Richins and Dawson, 1992;Sharpsteen, 1993). Furthermore, since materialism encourages possessiveness desires, jealousy in materialistic individuals can be foreground (Belenky, 2008).…”

“…One of the indirect theories regarding acquisition and presence is social exclusion theory. Social exclusion theory is based on anxiety that underlines the fear of being excluded from an important social group (Bıçakcıoğlu, Ögel & İlter, 2017;Leary, 1990). Thus, the concern that consumers feel about dissatisfaction may be decisive in fomsumerism.…”

“…Individuals use extensively social media tools to positioning themselves as they desire. Self-presentation theory underlies the notion of that individuals are motivated to make desired impressions on others to cope with social anxiety (Bıçakcıoğlu, Ögel & İlter, 2017;Leary, 1983;Schlenker and Leary, 1982). For self-market or self-brand, fomsumerism is considered as the process of improving the image of self which is indicated by outcomes that measure current status regarding social perception, comparison with others, coverage of the message, persuasiveness, and naturalness of shared message.…”

Journal of Brand Management: year end review 2017

“…(Bıçakcıoglu et al 2017) Refining the conceptualization of Brand Authenticity (Akbar and Wymer 2017) Brand value, accounting standards, and mergers and acquisitions: ''The Moribund Effect'' (Sinclair and Keller 2017) Isolating strategy effectiveness of brands in an emerging market: a choice modeling approach (Ghose et al 2017) Music and its multitude of meanings: exploring what makes brand placements in music videos authentic (Burkhalter et al 2017) Planning pre-launch positioning: segmentation via willingness-topay and means-end brand differentiators (Gengler and Mulvey 2017) The future of brand protection: responding to the global risk (Wilson 2017) Consumer-brand identification revisited: an integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth (Popp and Woratschek 2017) A tale of two brands: the joint effect of manufacturer and retailer brands on consumers' product evaluation (Zhu and Chen 2017) Measuring farmer's satisfaction and brand loyalty toward Indian fertilizer brands using DEA (Mohanty and Senthil Kumar 2017) Global brand value in developed, emerging, and least developed country markets (Randrianasolo 2017) New brand logo design: customers' preference for brand name and icon (Bresciani and Del Ponte 2017) Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context (Ewing and Allen 2017) Brand network communities: leveraging brand relationships within the supply-chain (Hawkins 2017) The impact of atypical product design on consumer product and brand perception (Schnurr 2017) Pinto and Yagnik (2017) present an interesting study on the use of Facebook in social media marketing by fitness tracker brands (Fitbit, Garmin Fitness, Jawbone, and Misfit). The wide-ranging findings and implications offer an understanding of how such firms are approaching the use of social media, alongside some of the consequences.…”

Understanding The Influence of Brand Jealousy, Brand Love and Materialism Towards Willingness to Pay Premium: Study On Coach's Handbag

“…But there are findings from Bıçakcıoglu, Ogel and Ilter [14] research, which found that jealous to the brand as the factor that stimulate consumers to buy luxury brands at premium prices. It indicates, high levels of jealousy can lead the consumer to adhere and more committed to the brand they want, thus they pleased to pay a premium price (WTPp).…”