Type: Article

Schadenfreude and purchase intention for counterfeit luxury brands among Iranian consumers

Journal: Journal of Islamic Marketing (17590833)Year: 18 November 2024Volume: 15Issue: Pages: 2614 - 2632

Salimian S. Mirmehdi S.M.Salehzadeh R.^a Moraadipoor S.

a :University of Isfahan - IRAN(IR) - Isfahan

DOI:10.1108/JIMA-06-2023-0165Language: English

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. © 2024, Emerald Publishing Limited.