Consumers’ dark personality traits drive gluckschmerz: the interplay of competitiveness and brand love

This research examines the underexplored intersection of dark personality traits (machiavellianism, narcissism, and psychopathy), competitiveness, and gluckschmerz within the context of consumer-brand relationships. A quantitative approach was employed with data (n = 338) collected from Australia to test the hypothesised relationships. Through the lens of social identity theory and attribution theory, this research reveals that individuals with higher levels of dark personality traits are prone to intensified gluckschmerz, mediated by heightened competitiveness. Additionally, brand love is identified as a moderator, amplifying competitive behaviours and gluckschmerz in consumers with strong brand affiliations. This research contributes novel insights by bridging the gap between dark personality traits and consumer emotions, shedding light on the complex dynamics of gluckschmerz in consumer-brand relationships. Brand managers can craft competitive strategies by ethically tailoring approaches to consumers with dark personality traits, emphasising emotional bonds, and strategically navigating brand rivalries. This suggests that brand managers can harness the unique advocacy potential of customers with dark personality traits, leveraging their propensity to actively promote and defend the brand both online and offline in a highly competitive market.