Temporary love: A love-hate transition among luxury fashion consumers in a mediation of brand jealousy and moderation of value-expressiveness

Aarti Saini, Muhammad Kashif and Silvia Platania

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 4, 513-535

Abstract: There is a limited amount of research to investigate emotional transition (i.e. love to hate) among consumers. Moreover, can value-expressiveness motivate consumers to not to share negative word of mouth (NWOM) despite hating a brand? This study aims at addressing these important research questions. Survey-based data is collected from 413 Indian luxury fashion consumers and analyzed via structural equation modelling technique, using AMOS 27.0. Findings reveal that brand jealousy mediates the relationship between brand love and brand hate. Furthermore, when value expressiveness is low, the relationship between brand hate and negative word of mouth is stronger. Brand marketers should strengthen symbolic brand identity to sustain positive consumer-brand emotions. Moreover, some relationship dyads can be used to establish the brand image in a family-oriented, collectivist culture. The mediation of brand jealousy and the moderation of NWOM are unique contributions of this study in an Indian context.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2023.2209104 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:33:y:2023:i:4:p:513-535

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2023.2209104

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().