Abstract:

Using the assumptions of Duplex Theory Hate we unveil relationship of similar competitor offer on brand equity. We hypothesize that brand hate mediate the relationship between similar competitor offer and brand equity. Further we hypothesize that the similar competitor offer and brand hate relationship is stronger for individuals having high Narcissism traits. Employing a multi-wave and single source sample collected from individuals (n=328) in the service sector of Pakistan we tested our proposed framework using the moderated mediation technique