The Dirty Thirty of Brand Personality: Narcissistic, Machiavellian, and Psychopathic Brands

Our study shows that brands -just like people- possess negative brand personality traits. Specifically, we find that the dark triad from psychology consisting of narcissism, machiavellianism, and psychopathy is applicable to brands, can be measured with a thirty-item scale, and affects consumers’ downstream brand attitudes and behavioral intentions.


Lucia Malär, Mansur Khamitov, and Andrea Giuffredi-Kähr (2020) ,"The Dirty Thirty of Brand Personality: Narcissistic, Machiavellian, and Psychopathic Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 974-980.


Lucia Malär, University of Bern
Mansur Khamitov, NTU Singapore/Indiana University
Andrea Giuffredi-Kähr, University of Zurich


NA - Advances in Consumer Research Volume 48 | 2020

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