My love, I hate you: Rethinking brand jealousy to investigate emotional transition among rural customers

Dawood, Ferwa; Kashif, Muhammad

doi:10.1002/jsc.2388

Cited by 12 publications

(13 citation statements)

References 47 publications

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“…The mediation analysis was a part of the nine studies out of 36 (25%) articles under consideration. Except for brand jealousy (Dawood and Kashif, 2021;Kashif et al, 2021) and perceived betrayal/brand betrayal (Jain and Sharma, 2019;Bayarassou et al, 2020), which are examined in two studies, all other variables have been examined by single studies, as depicted in Table 6. Furthermore, most studies investigating mediation mechanisms have appeared in the previous four years, indicating a developing trend.…”

Section: Characteristics (C)mentioning

confidence: 99%

“…In recent times, we have witnessed BH conceptualization across varied contexts like sports (Shuv-Ami et al , 2020), luxury fashion (Kashif et al , 2021; Dawood and Kashif, 2021), competition (Itani, 2020) and tourism (Farhat and Chaney, 2020). It has also been described as an affective dimension of negative consumer–brand engagement in an online brand community context (Rodrigues et al , 2020).…”

Section: Brand Hate: Conceptualizationmentioning

confidence: 99%

“…We identified six scales developed so far to measure BH (Zarantonello et al , 2016; Hegner et al , 2017; Kucuk, 2019b; Fetscherin, 2019; Zhang and Laroche, 2020; Shuv-Ami et al , 2020). The scale developed by Hegner et al (2017) has been most widely adopted by the researchers (Curina et al , 2021, 2020; Sarkar et al , 2021; Kashif et al , 2021; Dawood and Kashif, 2021; Itani, 2020; Rodrigues et al , 2020) and has been empirically validated in the context of the restaurant industry (Itani, 2020), technology industry (Rodrigues et al , 2020), hospitality services (Sarkar et al , 2021) and luxury fashion industry (Kashif et al , 2021; Dawood and Kashif, 2021) among others. The fact that the Hegner et al (2017) scale is the most widely used by the researchers can be attributed to its simplicity or short length with only six items.…”

Section: Synthesis and Findingsmentioning

confidence: 99%

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Brand hate: a literature review and future research agenda

Aziz

Rahman

2022

EJM

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Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH, fostering its growth. This paper aims to fill this theoretical gap by bringing together the field of BH and delineating opportunities for further research. Design/methodology/approach A systematic literature review was conducted for a period of about two decades, from 1998 to August 2021. The authors included the English articles published in peer-reviewed academic journals with full texts relevant to this study, leading to a usable sample of 55 articles. Findings The authors’ findings reveal that the literature has inadequately distinguished BH as emotion and relationship, while the theoretical domain used to explore BH remains largely dominated by the psychology literature. Furthermore, BH research has primarily focused on services, with little distinction made between hatred across product and service context, with most studies set in developed countries. The authors further identify the need to investigate boundary conditions influencing BH and develop a more robust measure of BH to capture its dynamic facet. Research limitations/implications By presenting a comprehensive and up-to-date overview of the research in BH and highlighting the future research avenues, this study is believed to spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH. Practical implications Analysis of determinants and antecedents of BH provide managers an opportunity to nip the evil in the bud by preventing such situations that may lead to BH. Furthermore, insights into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships. Originality/value This study provides a thorough analysis of the current state of BH research in one place and draws a road map for scholars to further the research in this area.

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Section: Characteristics (C)mentioning

confidence: 99%

Section: Brand Hate: Conceptualizationmentioning

confidence: 99%

Section: Synthesis and Findingsmentioning

confidence: 99%

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Brand hate: a literature review and future research agenda

Aziz

Rahman

2022

EJM

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“…Brand jealousy has emerged as a new concept in consumer behaviour (Andriuzzi et al, 2020). Jealousy has always been associated with being a strong emotion in any interpersonal relationship, as is referred to as a mix of behaviours, emotions, and thoughts resulting from perception of harm or threat to the romantic interpersonal relationship by a real or potential rival (Dawood & Kashif, 2021). In terms of brands, the consumer desires to have possession of brands based on fantasy, getting brand-jealous towards people owning the brand.…”

Section: Introductionmentioning

confidence: 99%

“…The data in this study will be collected from various consumers that aspire to, show a preference for, and buy or consume luxury brands in Pakistan. Pakistani customers have developed a great sense of using luxury and self-expressive brands (Dawood & Kashif, 2021). The upper-middle and elite classes have increased their purchasing power enormously in recent years.…”

Section: Introductionmentioning

confidence: 99%

Interactive Effects of Materialism and Antecedents of Brand Jealousy

Mehmood

Altaf

2021

HSSR

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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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Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance

Kuanr

Pradhan

Lyngdoh

et al. 2021

Psychology and Marketing

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Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well‐being, in brand avoidance remains a crucial oversight in the literature seeking to address consumer subversion. In this study, comprising three studies, we examine why and when subjective well‐being influences brand avoidance. Drawing on self‐control theory and the literature related to anti‐consumption, we argue and demonstrate in Study 1 (N = 330) that subjective well‐being enhances consumers' ability to avoid brands that transgress moral and ethical norms. Study 2 (N = 251) reveals the underlying psychological process by which subjective well‐being engenders greater self‐control in consumers who, as a response, exhibit brand avoidance behavior. Study 3 (N = 243) indicates that anti‐consumption attitude serves as the boundary condition; it specifically demonstrates that a macro‐oriented anti‐consumption attitude accentuates the influence of subjective well‐being on brand avoidance, whereas a micro‐oriented anti‐consumption attitude does not have any effect. Our research contributes to the consumer subversion literature by evaluating the influence of subjective well‐being on moral brand avoidance. This study offers key insights for marketing managers entering markets containing consumers with high or low subjective well‐being.

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My love, I hate you: Rethinking brand jealousy to investigate emotional transition among rural customers

Cited by 12 publications

References 47 publications

Brand hate: a literature review and future research agenda

Brand hate: a literature review and future research agenda

Interactive Effects of Materialism and Antecedents of Brand Jealousy

Why do consumers subvert brands? investigating the influence of subjective well‐being on brand avoidance

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