Schadenfreude and purchase intention for counterfeit luxury brands among Iranian consumers

IF 3.1 Q2 BUSINESS Journal of Islamic Marketing Pub Date : 2024-05-28 DOI:10.1108/jima-06-2023-0165

Soheyla Salimian, Seyed Mehdi Mirmehdi, Reza Salehzadeh, Saeed Moraadipoor

{"title":"Schadenfreude and purchase intention for counterfeit luxury brands among Iranian consumers","authors":"Soheyla Salimian, Seyed Mehdi Mirmehdi, Reza Salehzadeh, Saeed Moraadipoor","doi":"10.1108/jima-06-2023-0165","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The purpose of this study is to investigate the impact of brand hate, personality traits (jealousy and sadism) and corporate social irresponsibility (CSI) on schadenfreude and the effects of brand hate, CSI and schadenfreude on purchase intention for counterfeit luxury brands (CLBs).</p>\n<h3>Design/methodology/approach</h3>\n<p>The statistical population of this study is consumers of luxury and CLB. Simple random sampling method was used, and data from 200 questionnaires were analyzed through structural equation modeling and SPSS 20 and AMOS 20 software.</p>\n<h3>Findings</h3>\n<p>The results indicated that brand hate, personality traits (jealousy and sadism) and CSI have a direct positive effect on schadenfreude. In addition, brand hate, CSI and schadenfreude have a direct positive effect on purchase intention for CLB.</p>\n<h3>Originality/value</h3>\n<p>TO the best of the authors’ knowledge, this research is among the first to evaluate the impact of brand hate, personality traits and CSI on schadenfreude and purchase intention.</p>","PeriodicalId":47761,"journal":{"name":"Journal of Islamic Marketing","volume":"27 1","pages":""},"PeriodicalIF":3.1000,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Islamic Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jima-06-2023-0165","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

Purpose

The purpose of this study is to investigate the impact of brand hate, personality traits (jealousy and sadism) and corporate social irresponsibility (CSI) on schadenfreude and the effects of brand hate, CSI and schadenfreude on purchase intention for counterfeit luxury brands (CLBs).

Design/methodology/approach

The statistical population of this study is consumers of luxury and CLB. Simple random sampling method was used, and data from 200 questionnaires were analyzed through structural equation modeling and SPSS 20 and AMOS 20 software.

Findings

The results indicated that brand hate, personality traits (jealousy and sadism) and CSI have a direct positive effect on schadenfreude. In addition, brand hate, CSI and schadenfreude have a direct positive effect on purchase intention for CLB.

Originality/value

TO the best of the authors’ knowledge, this research is among the first to evaluate the impact of brand hate, personality traits and CSI on schadenfreude and purchase intention.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

伊朗消费者对假冒奢侈品牌的幸灾乐祸和购买意向

目的本研究旨在探讨品牌仇恨、人格特质（嫉妒和虐待狂）和企业社会责任（CSI）对精神痛苦的影响，以及品牌仇恨、CSI 和精神痛苦对假冒奢侈品牌（CLBs）购买意向的影响。研究结果表明，品牌仇恨、人格特质（嫉妒和虐待狂）和 CSI 对幸灾乐祸有直接的正向影响。原创性/价值据作者所知，该研究是首次评估品牌仇恨、人格特质和 CSI 对精神分裂症和购买意向的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Journal of Islamic Marketing BUSINESS-

CiteScore

8.40

自引率

28.10%

发文量

期刊介绍： Launched in 2010, Journal of Islamic Marketing (JIMA) was the first journal dedicated to investigating Marketing’s relationship with Islam, in theory and practice, across Muslim majority and minority geographies. JIMA tackles the nuances associated with Muslim consumption patterns, doing business in Muslim markets, and targeting Muslim consumers. When considering the acronyms for the emerging economies to watch: in 2001 it was BRIC (Brazil, Russia, India, and China); and more recently in 2013 MINT (Mexico, Indonesia, Nigeria, Turkey), and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey and South Africa) – then it is apparent that economies with large Muslim populations are growing in importance. One quarter of the world''s population are Muslim, with well over half of Muslims today under the age of 25 - which prompted Miles Young, Global CEO of Ogilvy, to assert that Muslims are the "third one billion", following interest in Indian and Chinese billions, in terms of market opportunities.