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Keywords: Loud luxury
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Journal Articles
Quiet versus loud luxury: the influence of overt and covert narcissism on young Chinese and US luxury consumers' preferences?
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2022) 39 (2): 309–334.
Published: 28 October 2021
...Ling Jiang; Annie Peng Cui; Juan Shan Purpose This study examines the impact of narcissism on young luxury consumers' preferences for quiet versus loud luxury products in China and the United States. As young consumers are increasingly becoming the bedrock of global luxury growth, it is imperative...
