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EMAC 2024 Annual


The Dark Triad of Brand Personality: Brand Narcissism, Machiavellianism, and Psychopathy
(A2024-118160)

Published: May 28, 2024

AUTHORS

Lucia Malär, University of Bern; Andrea Giuffredi-Kähr, Assistant Professor – Department of Business Administration, Chair of Marketing in the Digital Economy University of Zurich; Mansur Khamitov, Indiana University

ABSTRACT

Despite the considerable magnitude of negative brand associations in the marketplace, prior brand personality 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 (DTBP) which comprises brand narcissism, Machiavellianism, and psychopathy dimensions. Through a comprehensive multi-phase scale development process, a reliable and valid scale of DTBP is created, enabling DTBP assessment in both research and management contexts. DTBP is influenced by various antecedents, such as Greenwashing and involvement in scandals, resulting in decreased brand trust. Results further suggest that these effects depend on contingency factors (self-congruence and brand luxuriousness) which determine whether the impacts of DTBP are manifested or mitigated. Drawing on these findings, the current research advances implications for marketing scholars and managers and offers future research avenues.