Purpose

This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined.

Design/methodology/approach

Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26.

Findings

The results show that LBA has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others.

Practical implications

The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships.

Originality/value

This is one of the first few studies that have examined the relationships amongst consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

中文翻译：

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奢侈品牌依恋和感知嫉妒对幸灾乐祸的影响：对独特性的需求是否适度？

目的

本研究旨在调查奢侈品牌依恋 (LBA) 和感知到的嫉妒如何影响幸灾乐祸。此外，还考察了消费者对独特性的需求 (CNFU) 和私人消费与公共消费的调节影响。

设计/方法/方法

数据来自澳大利亚的一个消费者小组。通过 AMOS 26 中的结构方程建模，总共分析了 365 个有效和可用的响应。

发现

结果表明，LBA 对感知嫉妒有显着影响。消费者感知到的嫉妒也会导致幸灾乐祸。但是，LBA 对幸灾乐祸没有任何重大影响。CNFU 的调节作用得到部分支持。本研究进一步证实，消费者的公共消费与可见的社会比较和潜在的恶意嫉妒他人的感觉更相关。

实际影响

研究模型可以作为一种战略工具来识别哪一组消费者（例如高与低依恋）表现出更强的嫉妒和幸灾乐祸。品牌经理还可以探索影响消费者在消费者与品牌关系背景下表达情感纽带和恶意快乐的个性特征和心理动态。

原创性/价值

这是为数不多的在奢侈品牌背景下检验消费者品牌依恋、感知嫉妒、幸灾乐祸和对独特性需求之间关系的研究之一。