The Double-Edged Sword of Jealousy: The Intentions Toward the Brand and Rival Customer

This study aims to examine the mediating role of brand jealousy in the relationship between brand attachment and behavioural intentions, as well as the moderating effect of perceived unfairness. This research used a quantitative method to test the research hypotheses. The data were collected from 196 respondents in Iran using a structured questionnaire, and the analysis was conducted using the AMOS 24.0 software. The results indicate that brand attachment leads to brand jealousy and brand jealousy leads to positive behavioural intentions toward the brand and negative behavioural intentions toward the rival customer. Perceived unfairness weakens the relationship between brand jealousy and intentions toward the brand, but does not strengthen the relationship between brand jealousy and intentions toward rivals. Overall, these findings provide insights into the role of brand attachment, brand jealousy and perceived unfairness in shaping consumer behaviour and highlight the importance of managing brand relationships and ensuring fairness in the marketplace.