How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?
Brand jealousy is an increasing phenomenon in recent years works of literature and its effect on the relationship between consumer and brand. This study intends to explore the affiliation of brand jealousy and willingness to pay more as well as the mediating roles of brand attachment and materialis...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
International Research Alliance for Sustainable Development - iRASD
2021-06-01
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| Series: | iRASD Journal of Management |
| Subjects: | |
| Online Access: | https://www.journals.internationalrasd.org/index.php/jom/article/view/190 |
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