Impact of Augmented Reality on Customer-Based Brand Equity: The Role of Narcissism

Anja A. Lambrecht, Jörg Henseler, Carsten Baumgarth

Research output: Contribution to conferencePaperpeer-review


This work in progress paper explores the relevance of narcissism, especially in Generation Z, to brand experiences. The focus is on the characteristics of self-referencing brand experiences and the potential role of Augmented Reality (AR), which can enhance self-esteem. Our empirical study establishes a conceptual framework and hypotheses, emphasizing the influence of narcissism on the perception of brand experiences and brand evaluation. It is expected that a technological application that enables a high degree of self-referencing will also increase self-esteem, which impacts brand perception. This, in turn, serves the personality structure of a narcissist.
The research design, therefore, includes different levels of self-referencing through AR experiences with the use case of a virtual product try-on via a German eyewear brand, Mister Spex. The study measures the perceived self-referencing, brand experience, and brand evaluation, considering Pre- and Post-Customer-Based Brand Equity. Overall, the research provides valuable insights for marketers seeking to understand and engage with the psychologically influential factor of narcissism, especially within emerging technologies like AR.
Original languageEnglish
Number of pages8
Publication statusAccepted/In press - 18 Dec 2023
Event17th Global Brand Conference 2024 - Edinburgh International Conference Centre, Edinburgh, United Kingdom
Duration: 22 Apr 202424 Apr 2024


Conference17th Global Brand Conference 2024
Country/TerritoryUnited Kingdom
Internet address


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