The "little emperor" and the luxury brand : how overt and covert narcissism affect brand loyalty and proneness to buy counterfeits
Year of publication: |
2018
|
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Authors: | Fastoso, Fernando ; Bartikowski, Boris ; Wang, Siqi |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 35.2018, 7, p. 522-532
|
Subject: | brand loyalty | counterfeit proneness | overt/covert narcissism | self-congruity | Konsumentenverhalten | Consumer behaviour | Produktpiraterie | Product counterfeiting | Luxusgüter | Luxury goods | Markenführung | Brand management | Markentreue | Brand loyalty | Markenartikel | Brand |
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