The Dark Triad of brand personality: Scale development and validation
Lucia Malär,
Andrea Giuffredi‐Kähr
Abstract:Despite the considerable magnitude of negative brand personalities in the marketplace, prior research has disproportionately focused on positive personality traits. To address this research gap, the authors present a conceptual and empirical approach that draws from the Dark Triad of psychology and applies it to the branding domain. They conceptualize and validate the Dark Triad of brand personality which comprises brand narcissism, Machiavellianism, and psychopathy dimensions. Through a multiphase scale devel… Show more
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