Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model

Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model

Using the assumptions of Sternberg (2003) Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically, we hypothesize that brand hate mediates the relations...

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Bibliographic Details
Main Authors: Mudassir Husnain, Zanxin Wang, Petra Poulova, Fauzia Syed, Ahsan Akbar, Muhammad Waheed Akhtar, Minhas Akbar, Muhammad Usman
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-01-01
Series:Frontiers in Psychology
Subjects:
brand equity
similar competitor offer
narcissistic personality
duplex theory of hate
brand hate
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2020.533216/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2020.533216/full

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