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.
Description:
Makalah ini dipresentasikan pada the 1st Sampoerna University-AFBE International Conference, SU-AFBE, 6-7 December 2018. Vol 1. p. 414-420
