Antecedents and outcomes of brand pride: moderating role of narcissism

Antecedents and outcomes of brand pride: moderating role of narcissism

Purpose – This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the rol...

Full description

Bibliographic Details
Main Authors: Subarna Nandy, Neena Sondhi, Himanshu Joshi
Format: Article
Language:English
Published: Emerald Publishing 2023-04-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Self-brand congruency
Brand pride
Brand loyalty
Opposition brand loyalty
Consumer–brand relationships
Narcissism
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2022-0083/full/pdf

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2022-0083/full/pdf

Similar Items