Associations between a dark triad of features in luxury brand personality and customers’ behavior

Abstract

Although previous studies have examined brand personality and its outcomes, the impact of negative traits in brand personalities on consumer behavior has not been confirmed by empirical studies. Based on signaling theory, a causal model of the dark triad of three negative features in brand personality (i.e., Machiavellianism, psychopathy, and narcissism), moral disengagement, negative word-of-mouth, and patronage cessation is developed. A partial least squares structural equation model is used to test the hypothesis. Primary data are based on an online survey conducted in the United States (N = 193). The data reveal that Machiavellianism and psychopathy have a significant relationship with moral disengagement, leading to customers’ negative behavioral intentions toward luxury brands exhibiting these traits. Also, customer demographic characteristics of gender, age, income, and education influence the relationship between the dark triad of personality features and customer behavior. The present study offers novel insights for luxury brand managers by highlighting negative aspects of brand personality that explain poor performance and negative customer behaviors.