The purpose of the study is to examine the role of brand jealousy in brand communities. The brand jealousy and the brand love are proposed as the antecedents of the brand communities. The s.wom which connotes the forwarding content of engagement on these platforms is proposed as the outcome associated with these activities. Tie-strength and Homophile are propsoed as the moderators in the relationship between brand communities and S.wom. A conceptual model is proposed and major implication areas and proposed methodology is suggested.
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|Journal||International Academic Journal of Business Management|