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.



Citation:

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.

Authors

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



Volume

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



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