...James Robert Blair; Prachi Gala; Matthew Lunde Purpose This study aims to investigate the consumer behavior of the Dark Triad (DT) personality traits. It investigates the sequential mediating role of consumer self-confidence and aggressive interpersonal orientation in the relationship between...

.... Design/methodology/approach Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results. Findings...

... value equity as a mediator of the effect of brand extension attitude. The model is estimated on a sample of 888 Australian consumers using a cross‐sectional self‐administered survey. Drawing upon actual industry dynamics, a hypothetical scenario of Australian supermarkets extending into the banking...