Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love

Anwar Sadat Shimul, Isaac Cheah and Mahabubur Rahman
Additional contact information
Anwar Sadat Shimul: Curtin University
Isaac Cheah: Curtin University
Mahabubur Rahman: ESC [Rennes] - ESC Rennes School of Business

Post-Print from HAL

Abstract: This research examines the underexplored intersection of dark personality traits (machiavellianism, narcissism, and psychopathy), competitiveness, and gluckschmerz within the context of consumer-brand relationships. A quantitative approach was employed with data (n=338) collected from Australia to test the hypothesised relationships. Through the lens of social identity theory and attribution theory, this research reveals that individuals with higher levels of dark personality traits are prone to intensifed gluckschmerz, mediated by heightened competitiveness. Additionally, brand love is identifed as a moderator, amplifying competitive behaviours and gluckschmerz in consumers with strong brand afliations. This research contributes novel insights by bridging the gap between dark personality traits and consumer emotions, shedding light on the complex dynamics of gluckschmerz in consumer-brand relationships. Brand managers can craft competitive strategies by ethically tailoring approaches to consumers with dark personality traits, emphasising emotional bonds, and strategically navigating brand rivalries. This suggests that brand managers can harness the unique advocacy potential of customers with dark personality traits, leveraging their propensity to actively promote and defend the brand both online and ofine in a highly competitive market.

Keywords: Dark personality; Gluckschmerz; Competitiveness; Brand love (search for similar items in EconPapers)
Date: 2024-11-12
References: Add references at CitEc
Citations:

Published in Journal of Brand Management, 2024, 32 (2), pp.112-130. ⟨10.1057/s41262-024-00372-x⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05008522

DOI: 10.1057/s41262-024-00372-x

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().