The Effect of Narcissism on Consumer-Brand Relationships

This study provides an empirical evidence of the link between narcissism and consumer-brand relationships. Overall finding suggest that narcissists, comparing to nonnarcissists, are less committed to brands and more influenced by alternatives, regardless of the investment level.


Eunji Lee, Taeyeon Kim, Yongjun Sung, and Sunwoong Park (2015) ,"The Effect of Narcissism on Consumer-Brand Relationships", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.


Eunji Lee, Korea University, South Korea
Taeyeon Kim, Korea University, South Korea
Yongjun Sung, Korea University, South Korea
Sunwoong Park, Korea University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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