Abstract

Narcissism, the individual tendency towards an objectively unjustified conceit, is a well-known determinant of luxury consumption. Research suggests that narcissists should shun counterfeit luxury for its inability to match the grandiosity of the narcissistic self. However, the same may not hold true for high-quality counterfeit (HQCF) luxury, that is, imitation products of established luxury brands that can be almost indistinguishable from genuine originals, thus offering status-signaling benefits. We offer new insights into luxury brand consumption by exploring the mechanisms behind narcissistic preference for genuine vs. HQCF luxury.

Full Text
Published version (Free)

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call