Purpose: This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined. Design/methodology/approach: Data were...

This paper aims to conceptualise consumer's luxury brand attachment by developing and validating a psychometric scale through 5 studies. Study 1 generates and selects potential scale items through literature review, thesaurus search and expert surveys. Study 2 reduces the items and assesses the...

Purpose – This research investigates how luxury brand attachment and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness and private vs public consumption is examined. Design/methodology/approach – Data were collected from a...