Title: Exploring jealousy nexus by demystifying the role of brand passion and loyalty: a hotel service perspective

Authors: Richa Joshi; Rajan Yadav

Addresses: National Institute of Technology, Hamirpur, Room No. 320 A, Administrative Block, Top Floor, Himachal Pradesh 177-005, India ' Delhi School of Management, Delhi Technological University, Shahbad Daulatpur, Main Bawana Road, Delhi, 110042, India

Abstract: Research in branding is increasingly shifting toward analysing consumer-brand relationships. Hence, there is a need to examine the complexities associated with such links. The present study has proposed a framework that depicts the antecedents and outcomes of brand jealousy and few other intermingling associations. The research design was cross-sectional, and the hotel service industry was taken as a stimulus to invoke consumers' responses concerning their preferred/liked hotel brands. The proposed framework was validated with the help of structural equation modelling. The findings of the study suggest that the effect of brand passion on brand jealousy is positively significant. The effect of brand loyalty on brand jealousy is also significant, which shows that a loyal customer with time can experience brand jealousy too for his/her liked brand. Additionally, the effect of brand loyalty on active engagement is another crucial aspect covered in the current study.

Keywords: active engagement; brand jealousy; brand passion; brand loyalty; willingness to pay premium.

DOI: 10.1504/IJTMKT.2020.114036

International Journal of Technology Marketing, 2020 Vol.14 No.4, pp.348 - 364

Received: 01 Jun 2020
Accepted: 18 Oct 2020
Published online: 07 Apr 2021 *

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