the effect of customer identification with brand on anti-brand activities through brand love and brand jealousy

the main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. the present study is an applied research and is descriptive/ survey research in terms of methodology. the statistical population consists of all benetton customers who buy at benetton store in shriaz city, of which 384 customers (estimated by cochran formula) are selected using non-probability sampling method. the questionnaire’s validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). findings reveal that, identity made by a brand can affect brand love and brand jealousy while brand love can influence brand jealousy. another finding shows that brand love unlike brand jealousy has not influenced anti-brand activism. analysing the mediating role of variables also shows that brand love has mediated – but not fully- the relationship between customer identification with brand and brand jealousy.