Brand jealousy and willingness to pay premium: The mediating role of materialism
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DOI: 10.1057/s41262-016-0016-2
Abstract: In recent years, there has been an emerging literature with regard to brand jealousy and its impact on consumer–brand interactions. This research attempts to explain how brand jealousy influences the motivation of consumers to pay… read more here.
Keywords: brand jealousy; brand; pay premium; willingness pay ... See more keywords