Simangunsong, Elizabeth Christine Carolina
(2018)
Brand jealousy, willingness to pay premium, and brand loyalty: The mediating role of materialism and brand attachment (global brand products).
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The aim for this study is to understand the relationships between brand jealousy and willingness to pay premium, brand jealousy and brand loyalty, the mediating role of materialism and brand attachment in the relationship of brand jealousy and willingness to pay premium. The approach of this study is quantitative research with data collection method using the electronic questionnaires of Google forms. This study conducted in Pelita Harapan University which the students become the respondents of this research. The measurement model of outer and inner model is analyzed by SmartPLS 3.0. The outer model consists of validity and reliability test while the inner model examines R-square, T-statistics, and P-value tests. Further, structural equation modeling was performed in order to test the construct relations in the theoretical framework of this study. Findings of the study show that even though brand jealousy has no significant relationship to willingness to pay premium, however the existence of materialism and brand attachment have a full mediating role to the relationship. Brand jealousy also has a significant relationship towards brand loyalty. The whole variables and their relationship were put into the global brand products context to get more applicable insights. The present research is expected to extend the prior research contributing to the extant literature by investigating an emerging concept of brand jealousy and its possible antecedents.
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