RELATIONSHIP BETWEEN BRAND JEALOUSY AND CONSPICUOUS CONSUMPTION

Chairy; Jhanghiz Syahrivar

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dc.contributor.author	Chairy
dc.contributor.author	Jhanghiz Syahrivar
dc.date.accessioned	2022-11-23T03:30:10Z
dc.date.available	2022-11-23T03:30:10Z
dc.date.issued	2018
dc.identifier.isbn	978-1-63190-190-4
dc.identifier.issn	2593-7650
dc.identifier.uri	http://repository.president.ac.id/xmlui/handle/123456789/10639
dc.description	Makalah ini dipresentasikan pada the 1st Sampoerna University-AFBE International Conference, SU-AFBE, 6-7 December 2018. Vol 1. p. 414-420	en_US
dc.description.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 resut of this research is expected to give a guideline for marketers in designing their marketing strategy.	en_US
dc.language.iso	en_US	en_US
dc.publisher	EAI	en_US
dc.subject	brand jealousy	en_US
dc.subject	Conspicuous Consumption	en_US
dc.subject	materialism	en_US
dc.title	RELATIONSHIP BETWEEN BRAND JEALOUSY AND CONSPICUOUS CONSUMPTION	en_US
dc.type	Conference Papers	en_US