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Seyed Mehdi Mirmehdi

Seyed Mehdi Mirmehdi

Academic rank: Associate Professor
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Education: PhD.
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Faculty: Literature and Human Sciences
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Research

Title
Schadenfreude and purchase intention for counterfeit luxury brands among Iranian consumers
Type
JournalPaper
Keywords
Schadenfreude, Personality, Brand hate, counterfeit brands, luxury brands, corporate social irresponsibility
Year
2024
Journal journal of islamic marketing
DOI
Researchers Soheyla Salimian ، Seyed Mehdi Mirmehdi ، Reza Salehzadeh ، Saeed Moraadipoor

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.