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Keywords: Luxury consumption
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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
... for marketing researchers and practitioners to understand the psychological and social needs of these consumers. Design/methodology/approach A two-study examination of young Chinese and US luxury consumers suggests that the two types of narcissism influence luxury consumption in different ways. Study 1...
