The growth of luxury consumption has also been facilitated by the democratization of luxury, entry-level luxury brands, luxury organizations' increasing adoption of digital media to communicate with customers, as well as the implementation of diverse store formats (omnichannel strategies) (Deloitte, 2019;Ernst & Young, 2019). The findings of a survey and an experiment suggest that overt narcissistic (vs covert) consumers have a value-expressive (vs social adjustive) attitude vis-à-vis luxury products, which leads them to prefer quiet (vs loud) luxury. [...]social anxiety is found to moderate the mediating role of narcissistic consumers' social attitude functions. Specifically, the authors investigate the impact of the parent brand's (PB) status signaling on brand extension authenticity and consumer attitudes in two international luxury markets, namely USA and France.
Guest editorial: Advancing research on global luxury consumption