Two Shades of Green: Unravelling the Composition, Antecedents and Consequences of Benign and Malicious Envy on Brand Attitude
Malicious (benign) envy is conceptualized as a cluster of relatively high (low) envy and low (high) admiration. Three antecedents to envy-type are identified, namely, deservingness, relationship type and foul-play. These contextual factors differentially activate the assimilative (contrastive) emotion of admiration (envy) by influencing self-other congruence and significantly impact brand attitude.
Tanvi Gupta and Preeti Krishnan Lyndem (2016) ,"Two Shades of Green: Unravelling the Composition, Antecedents and Consequences of Benign and Malicious Envy on Brand Attitude", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 734-734.
Tanvi Gupta, Indian Institute of Management Bangalore, India
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore, India
NA - Advances in Consumer Research Volume 44 | 2016
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