The Dark Triad of brand personality: Scale development and validation

Abstract Despite the considerable magnitude of negative brand personalities in the marketplace, prior research has disproportionately focused on positive personality traits. To address this research gap, the authors present a conceptual and empirical approach that draws from the Dark Triad of psychology and applies it to the branding domain. They conceptualize and validate the Dark Triad of brand personality which comprises brand narcissism, Machiavellianism, and psychopathy dimensions. Through a multiphase scale development process, a reliable and valid 12‐item brief version of the Dark Triad of brand personality is created, enabling its assessment in both research and management contexts. Examining the Dark Triad in branding is crucial as it provides a unique lens to understand the rise of negative, dark brand personalities. It accounts for brand personality aspects not yet captured by existing scales, including manipulation, exploitation, grandiosity, and lack of empathy. This introduction of the Dark Triad brand personality opens new avenues for research into brand transgressions and ethics in brand management. In terms of managerial implications, insights from this research can inform strategic brand management, enabling companies to better manage their brand's image.