Research Article
Relationship Between Brand Jealousy And Conspicuous Consumption
@INPROCEEDINGS{10.4108/eai.6-12-2018.2286285, author={Chairy Chairy and Jhanghiz Syahrivar}, title={Relationship Between Brand Jealousy And Conspicuous Consumption}, proceedings={Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia}, publisher={EAI}, proceedings_a={SU-AFBE}, year={2019}, month={8}, keywords={brand jealousy conspicuous consumption materialism}, doi={10.4108/eai.6-12-2018.2286285} }- Chairy Chairy
Jhanghiz Syahrivar
Year: 2019
Relationship Between Brand Jealousy And Conspicuous Consumption
SU-AFBE
EAI
DOI: 10.4108/eai.6-12-2018.2286285
Abstract
Brand Jealousy is one of the most important constructs in marketing yet it gains little attention from researchers. Previous research showed that this variable is the predictor of behavioral intention such as intention to buy a product. This research investigated whether brand jealousy affected conspicuous consumption. This research also found out the role of materialism in the relationship between brand jealousy and conspicuous consumption. Using regression analysis, this study revealed the positive and significant effect of brand jealousy on conspicuous consumption. On the other hand, moderation analysis showed that materialism did not moderate the relationship between brand jealousy and conspicuous consumption. The result of this research is expected to give a guideline for marketers in designing their marketing strategy.