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

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  • Nilay Bıçakcıoğlu

    (Dokuz Eylül University)

  • İlkin Yaran Ögel

    (Afyon Kocatepe University)

  • Burcu İlter

    (Dokuz Eylül University)

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 premium prices to specific brands as a means of self-expression theory and social exclusion theory which emphasize the role of social anxiety in explaining the individuals’ behaviors on their purchasing decision-making process. Therefore, the aim of the paper is to examine the mediating role of the materialism on the relationship between brand jealousy and willingness to pay premium. A questionnaire-based quantitative approach is applied to analyze the conceptual model that outlines the relationships between brand jealousy, materialism, and willingness to pay premium through structural equation modeling. The findings of this research reveal that brand jealousy and materialism both have a positive influence on willingness to pay premium. Also, this study provides empirical evidence for the full mediation impact of materialism on the relationship between brand jealousy and willingness to pay premium. The results also ensure applicable insights for marketing practitioners to motivate customers pay premium prices to specific brands by evoking jealousy-inducing strategies and materialistic values in their marketing communication programs.

Suggested Citation

  • Nilay Bıçakcıoğlu & İlkin Yaran Ögel & Burcu İlter, 2017. "Brand jealousy and willingness to pay premium: The mediating role of materialism," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 33-48, January.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:1:d:10.1057_s41262-016-0016-2
    DOI: 10.1057/s41262-016-0016-2
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    References listed on IDEAS

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    Cited by:

    1. Muhammad Waqar Rana & Faisal Mustafa & Muhammad Umer Quddoos & Rab Nawaz Lodhi, 2021. "How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 35-45, june.
    2. Sehrash Siddique & Amer Rajput, 2022. "Self-expressiveness and hedonic brand affect brand love through brand jealousy," Future Business Journal, Springer, vol. 8(1), pages 1-13, December.
    3. Lebdaoui, Hind & Chetioui, Youssef, 2021. "Antecedents of consumer indebtedness in a majority-Muslim country: Assessing the moderating effects of gender and religiosity using PLS-MGA," Journal of Behavioral and Experimental Finance, Elsevier, vol. 29(C).
    4. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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