Quiet versus loud luxury: the influence of overt and covert narcissism on young Chinese and US luxury consumers' preferences?

Purpose This study examines the impact of narcissism on young luxury consumers' preferences for quiet versus loud luxury products in China and the United States. As young consumers are increasingly becoming the bedrock of global luxury growth, it is imperative for marketing researchers and practitioners to understand the psychological and social needs of these consumers. Design/methodology/approach A two-study examination of young Chinese and US...