Effects of Luxury Brand Attachment and Perceived Envy on Schadenfreude: Does Need for Uniqueness Moderate?

Abstract

Purpose – This research investigates how luxury brand attachment and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness 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 luxury brand attachment has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, luxury brand attachment did not have any significant impact on schadenfreude. The moderating influence of consumers’ need for uniqueness is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feeling of malicious envy toward others.

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 bond 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 among consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

Keywords: Luxury brand attachment, Perceived Envy, Schadenfreude, Need for uniqueness, private and public consumption.