Beschreibung:
<jats:title>Abstract</jats:title><jats:p>The objective of the research study is to investigate the brand love‐hate transition to predict brand avoidance via a mediating role of brand jealousy among rural customers in Pakistan. The data are collected through a survey, administered among 342 rural customers living in Pakistan. The data analysis is performed through structural equation modeling (SEM) technique. The results found mediation of brand jealousy to predict brand love–hate transition. The study of a transition in consumer emotions via a mediating role of brand jealousy in the context of customers living in rural areas provides an important perspective to the study of rural marketing and branding.</jats:p>