2019
DOI: 10.1108/jpbm-08-2018-2004 View full text |Buy / Rent full text
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Abstract: Purpose While envy has been widely explored in psychology literature, theoretical understanding of the effects of envy on consumers’ emotional responses to brands is promising but under explored. Therefore, this study aims to apply cases of envy and psychological distance to consumers to examine whether the style of brand storytelling can moderate brand preference. Design/methodology/approach Three experimental studies were conducted to test the hypotheses. Experiment 1 investigated the effect of envy on con… Show more

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