Antecedents and outcomes of brand pride: moderating role of narcissism

Abstract

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

Finding reasons to choose a campus: The impact of social media and brand strategy

“…Brand equity plays a pivotal role in the purchasing choices for halal products (Yulianto et al., 2021). Brand pride has a substantial influence on purchasing decisions and brand loyalty, as it embodies a positive emotion (Nandy et al., 2023). Brand pride is acknowledged as a powerful emotion that unites and fortifies consumer decisions regarding brand image.…”

“…Secondly, brand pride has been assessed by Nandy et al. (2023), affirming its role in driving pride and purchase decisions (Arshad & Abdul‐Talib, 2022). The interplay between brand identity and pride has also been explored (Goodman, 2021).…”

“…In summary, brand pride in universities is a crucial aspect of the institution's identity, tradition, and prestige (Lee, 2020). Brand pride significantly influences campus purchase decisions and brand loyalty as a positive emotion (Nandy et al., 2023). Recognized as a highly positive emotion, brand pride unifies and reinforces consumer decisions on the brand image.…”

The Influence of Self-Esteem and Brand Trust to Optimize Brand Loyalty Based on Social Identity Theory in Generation Y & Z

“…This is a sign or indication of the extent to which customers are willing to sustainably maintain an extended relationship with the brand, make repeat purchases, and even recommend the brand to others. Self-Esteem is a psychological aspect of marketing that has a significant correlation to Brand Loyalty (Nandy et al, 2023); (Chang et al, 2023); (Shin et al, 2022). The hypothesis from these findings is: H4: There is a positive influence on Self-Esteem on Brand Loyalty Mahothan et al, (2022) conducted research related to the correlation of brand love and brand loyalty.…”

Brand pride: concept and measurement

“…First, the view on brand pride is non-discriminant and overlaps with other concepts, such as love (Sierra et al, 2017;Taute et al, 2017), which is not an ideal way to describe a unique phenomenon. Second, the conceptualization of brand pride includes considering the brand as a favored possession (Sierra et al, 2017;Taute et al, 2017;Nandy et al, 2023). Brand ownership may not be a universal precursor to experiencing brand pride, as consumers may engage with brands even without purchasing a product (Kumar and Nayak, 2019).…”