How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication
How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

Summary/Abstract: The aim of this study is to understand the relationships between brand attachment and wordof mouth communication (WOM), brand attachment and brand jealousy; brand jealousy and WOM;and the mediating role of brand jealousy on the relationship between brand attachment and word ofmouth communication. The measurement model is analyzed via confirmatory factor analysis (CFA).Further, structural equation modeling was performed in order to test the construct relations in thetheoretical framework of this study. Findings of the study show that even though as brand attachmentincreases positive word of mouth increases, however in the existence of jealousy even people that areattached to a brand they may not talk favorably about it, and in fact make negative word of mouthcommunication The present research is expected to extend the prior research contributing to the extantliterature by investigating an emerging concept of brand jealousy and its possible antecedents (i.e. brandattachment) and outcomes (i.e. negative and positive WOM).

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