S/he styles: narcissistic fashion apparel consumption in India

Abstract

Purpose This research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship. Design/methodology/approach The research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro. Findings Analysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances. Originality/value The value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

Antecedents and outcomes of brand pride: moderating role of narcissism

“…Thus, the low narcissist draws satisfaction from the brand they perceive as valued by others and which garners social recognition. These consumers may develop multiple "polygamous" narcissistic consumer-brand relationships (Sarkar and Sarkar, 2022) Role of narcissism and demonstrate pride for several brands. This brand pride will result in loyalty to all brands that comprise the consideration set.…”

“…This difference is because the premise of brand pride is based on the collective self. In this instance, those low in narcissism and who value their collective self-demonstrate pride in association with multiple brands, and their self-brand connections are "polygamous" (Sarkar and Sarkar, 2022). They seek group affiliation and thus connect with numerous brands to garner social recognition.…”

“…These consumers draw more collectivistic appraisals and seek brands that are "popular," widely recognized and prized. These consumers are valuable for marketers as their pride is polygamous (Sarkar and Sarkar, 2022). They are proud of multiple brands and oscillate between multiple brand choices in their consideration set, as their loyalty is to a collection of brands rather than a single brand.…”

“…Research on brands as relationship partners has gained momentum in the past decade (Park and MacInnis, 2018; Sarkar and Sarkar, 2022), with brands becoming integral to consumers’ personal and social identities and emotional experiences. Consumers become strongly connected to brands (Sarkar et al , 2021) that are self-relevant and deeply integrated with their self-concept (Escalas and Bettman, 2003).…”

“…Another factor influencing an individual’s interaction with a brand is the consumer’s personality. Narcissism is a personality trait actively researched in consumer decision-making (Sedikides et al , 2007) and plays a significant role in consumer–brand relationships (Sarkar and Sarkar, 2022). McFerran et al (2014) identify narcissism as an essential moderator in the relationship between pride and brand choices.…”