The Role of Narcissism and Self-Concept of Consumers in the Intention to Purchase Form a Luxury Brand through Perceived Value
Subject Areas :Kambiz Behzad Nejad 1 , Kambiz Heidarzadeh Hanzaee 2 , Mehdi Naeimi Nezamabad 3
1 - PhD Student, Department of Business Management, Aliabad Katoul Branch, Islamic Azad University, Golestan, Iran
2 - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
Keywords: Consumer Narcissism, Consumer Self-Concept, Perceived Value of Brand, Consumer Purchase Intention, Luxurious Brand,
Abstract :
The intention to buy luxury products has been noticed in recent years. Psychological factors play an important role in shaping consumer behavior. Understanding these factors can help businesses effectively influence their customers' choices. The main purpose of this study is to investigate the impact of consumers' narcissism on the intention to buy from a luxury brand through the perceived value of the brand by moderating role of the self-concept of consumers in the statistical population of college students. The research was conducted with an experimental design and four scenarios, and data was collected from 240 statistical samples through a scenario-based questionnaire. The research questionnaire was adapted from review of literature and internal consistency validity was supported by Cronbach's alpha and convergent validity was supported by the average variance extracted index. The framework of this study has been confirmed by using the eighth model of regression. Findings have shown that overt narcissism in contrast to hidden narcissism has a stronger impact on perceived brand value and purchase intention from luxury brands. Compared to collective self-concept, individual self-concept more strongly moderates the effect of narcissism on perceived value of brand and purchase intention from luxury brand. Finally, the perceived value of the brand has a positive and significant effect on the intention to purchase the luxury brand. This research contributes to perceive the psychological factors driving the choices of consumers of luxurious brands and provides valuable insights for the development of effective marketing strategies.
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