Antecedents and outcomes of brand pride: moderating role of narcissism

Purpose This paper aims to draw on the appraisal theory and of self-brand congruence (SBC) study multidimensional emotion brand pride. It conceptualizes validates relationship pride with SBC, loyalty oppositional establishes role narcissism as a moderator. Design/methodology/approach Standardized scales, including new scale developed by authors, were used collect data from 522 respondents. Covariance-based structural equation modeling was test conceptual model. Multi-group moderation analysis tested differences in proposed between high low narcissists. Findings Results posit construct SBC its significant antecedent. The findings also support most hypothesized relationships behavioral outcomes. In addition, confirms moderating effect dimensions opposition loyalty. Research limitations/implications sample developing nation – India. Similar cohorts countries could provide unique cross-nation comparison. Practical implications impacting has for practice. Marketing communication inculcate among consumers will significantly impact brand’s profitability. Originality/value Validation precursor contributes branding moderator