 The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equityYeu-Jin Kang and Seong-Yeon Park Journal of Business Research, 2016, vol. 69, issue 9, 3813-3819 Abstract: This study explores the buying behaviors of the two types of narcissistic orientations, covert and overt, to see the differences in purchasing behavior and psychology in luxury consumption and their different contributions to customer equity of luxury brands. Covert narcissistic consumptions show counterfeit product consuming behaviors and a fast purchasing cycle, prefer to have trendy items, value quantity more than quality, and choose loud luxury goods. On the other hand, overt narcissistic consumption shows socially responsible consuming behaviors and a comparatively slower purchasing cycle, the preference to have classic and limited symbolic items, prioritizing quality over quantity, and choosing quiet luxury goods. This research confirms that the two types of narcissistic orientations encourage people to have different modalities in luxury consumption and make different contributions to customer equity of luxury brands. Keywords: Narcissism; Overt and covert narcissism; Luxury consumption; Customer equity; Luxury brands; Consumer behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3813-3819 DOI: 10.1016/j.jbusres.2015.12.073 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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