Work

How narrative perspective in luxury brand stories enhances brand preference: the role of self-enhancement motivation and demand-side scarcity

Year: 2026

Type: article

Source: Journal of Research in Interactive Marketing

DOI: 10.1108/jrim-05-2026-0381

Authors: Wenting Feng, Zhengru Li, Zibo Qin, Xiaoyang Gong

Institutions: China University of Geosciences, China University of Geosciences (Beijing)

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7225002492

FWCI:

Cites: 45

Cited by:

Related to: 10