The Role of Self-Concept in the Relationship between Narcissism and the Need for Uniqueness of Luxury Brand Consumers
Subject Areas : MarketingKambiz Behzad Nejad 1 , Kambiz Heidarzadeh Hanzaee 2 , Mehdi Naeimi Nezamabad 3
1 - PhD Student, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Associate Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran (Corresponding author)
3 - Assistant Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
Keywords: Love of Brand, Perceived Value, Narcissism, Need for Uniqueness, Self-Concept, Luxury Brand,
Abstract :
Nowadays, consumers can express their identity not only through their assets and purchasing behavior, but also through using luxury brands. This research aims at getting a broad understanding of the luxury brand relationships by focusing on the consumers’ self-concept through narcissism and the need to be unique in the society of luxury brand consumers. The research was conducted with the philosophy of positivism and correlational research method, and a sample of the society consumers (n=520, estimated based on the sample-item ratio) was collected through convenient sampling and the required evidence was collected through a questionnaire. The evidence was analyzed with multivariate analysis methods including confirmatory factor analysis and structural equation modeling. By referring to various indicators of the results of confirmatory factor analysis, the reliability and validity of the measurement tool was supported. Based on the results of structural equation modeling, three psychological concepts, namely, the need for uniqueness, narcissism and self-concept of consumers are important drivers in the perceived value and love of luxury brands, such that, self-concept is influenced by the need for consumers’ uniqueness and narcissism on perceived value and love to luxury brands. The research model was fitted with the maximum likelihood method and using the IMUs software. The research findings theoretically contribute to the body of knowledge about conspicuous consumption and provide new insights for luxury brand marketers in the practical context.
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