My love, I hate you: Rethinking brand jealousy to investigate emotional transition among rural customers

Dawood Ferwa; Kashif Muhammad

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My love, I hate you: Rethinking brand jealousy to investigate emotional transition among rural customers

机译：我的爱，我讨厌你：重新思考品牌嫉妒，调查农村客户的情感过渡

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The objective of the research study is to investigate the brand love-hate transition to predict brand avoidance via a mediating role of brand jealousy among rural customers in Pakistan. The data are collected through a survey, administered among 342 rural customers living in Pakistan. The data analysis is performed through structural equation modeling (SEM) technique. The results found mediation of brand jealousy to predict brand love-hate transition. The study of a transition in consumer emotions via a mediating role of brand jealousy in the context of customers living in rural areas provides an important perspective to the study of rural marketing and branding.

机译：研究研究的目的是调查品牌爱情讨厌过渡，通过品牌嫉妒在巴基斯坦的农村客户中的介导角色来预测品牌避免。通过调查收集数据，在居住在巴基斯坦的342名农村客户之间进行。通过结构方程建模（SEM）技术进行数据分析。结果发现了品牌嫉妒的调解，以预测品牌爱情讨厌的过渡。在生活在农村地区的客户背景下，通过品牌嫉妒的调解作用研究了消费者情绪的转型提供了对农村营销和品牌研究的重要观点。

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《Strategic change》 |2021年第1期|45-52|共8页
作者
Dawood Ferwa; Kashif Muhammad;
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Univ Lahore Dept Management Sci Mkt Sargodha Southern Punjab Pakistan;

GIFT Univ Fac Management Gujranwala Pakistan;

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My love, I hate you: Rethinking brand jealousy to investigate emotional transition among rural customers

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