{"id":"https://openalex.org/W7225002492","doi":"https://doi.org/10.1108/jrim-05-2026-0381","title":"How narrative perspective in luxury brand stories enhances brand preference: the role of self-enhancement motivation and demand-side scarcity","display_name":"How narrative perspective in luxury brand stories enhances brand preference: the role of self-enhancement motivation and demand-side scarcity","publication_year":2026,"publication_date":"2026-10-31","ids":{"openalex":"https://openalex.org/W7225002492","doi":"https://doi.org/10.1108/jrim-05-2026-0381"},"language":"en","primary_location":{"id":"doi:10.1108/jrim-05-2026-0381","doi":"https://doi.org/10.1108/jrim-05-2026-0381","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jrim-05-2026-0381","pdf_url":null,"source":{"id":"https://openalex.org/S45224653","display_name":"Journal of Research in Interactive Marketing","issn_l":"2040-7122","issn":["2040-7122","2040-7130"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-70","russia-white-list-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Research in Interactive Marketing","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101519678","display_name":"Wenting Feng","orcid":"https://orcid.org/0000-0002-9888-6991","observed_orcids":["https://orcid.org/0000-0002-9888-6991"]},"institutions":[{"id":"https://openalex.org/I3124059619","display_name":"China University of Geosciences","ror":"https://ror.org/04gcegc37","country_code":"CN","type":"education","lineage":["https://openalex.org/I3124059619"]},{"id":"https://openalex.org/I3125743391","display_name":"China University of Geosciences (Beijing)","ror":"https://ror.org/04q6c7p66","country_code":"CN","type":"education","lineage":["https://openalex.org/I3125743391"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wenting Feng","raw_affiliation_strings":["Gemmological Institute, China University of Geosciences , ,"],"raw_orcid":"https://orcid.org/0000-0002-9888-6991","affiliations":[{"raw_affiliation_string":"Gemmological Institute, China University of Geosciences , ,","institution_ids":["https://openalex.org/I3124059619","https://openalex.org/I3125743391"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5160272909","display_name":"Zhengru Li","orcid":"https://orcid.org/0009-0002-9451-2922","observed_orcids":["https://orcid.org/0009-0002-9451-2922"]},"institutions":[{"id":"https://openalex.org/I3124059619","display_name":"China University of Geosciences","ror":"https://ror.org/04gcegc37","country_code":"CN","type":"education","lineage":["https://openalex.org/I3124059619"]},{"id":"https://openalex.org/I3125743391","display_name":"China University of Geosciences (Beijing)","ror":"https://ror.org/04q6c7p66","country_code":"CN","type":"education","lineage":["https://openalex.org/I3125743391"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhengru Li","raw_affiliation_strings":["Gemmological Institute, China University of Geosciences , ,"],"raw_orcid":"https://orcid.org/0009-0002-9451-2922","affiliations":[{"raw_affiliation_string":"Gemmological Institute, China University of Geosciences , ,","institution_ids":["https://openalex.org/I3124059619","https://openalex.org/I3125743391"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5160257647","display_name":"Zibo Qin","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3124059619","display_name":"China University of Geosciences","ror":"https://ror.org/04gcegc37","country_code":"CN","type":"education","lineage":["https://openalex.org/I3124059619"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zibo Qin","raw_affiliation_strings":["Research Center for Psychological and Health Sciences, Educational Research Institute, China University of Geosciences , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Research Center for Psychological and Health Sciences, Educational Research Institute, China University of Geosciences , ,","institution_ids":["https://openalex.org/I3124059619"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5160265228","display_name":"Xiaoyang Gong","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I3124059619","display_name":"China University of Geosciences","ror":"https://ror.org/04gcegc37","country_code":"CN","type":"education","lineage":["https://openalex.org/I3124059619"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xiaoyang Gong","raw_affiliation_strings":["Research Center for Psychological and Health Sciences, Educational Research Institute, China University of Geosciences , ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Research Center for Psychological and Health Sciences, Educational Research Institute, China University of Geosciences , ,","institution_ids":["https://openalex.org/I3124059619"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.88236006,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"21"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9648000001907349,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9648000001907349,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.012600000016391277,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.010999999940395355,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/narrative-perspective","display_name":"narrative perspective","score":0.925000011920929},{"id":"https://openalex.org/keywords/luxury-brands","display_name":"luxury brands","score":0.9300000071525574},{"id":"https://openalex.org/keywords/brand-preference","display_name":"brand preference","score":0.9120000004768372},{"id":"https://openalex.org/keywords/self-enhancement-motivation","display_name":"self-enhancement motivation","score":0.9639999866485596},{"id":"https://openalex.org/keywords/third-person-narrative","display_name":"third-person narration","score":0.8109999895095825},{"id":"https://openalex.org/keywords/first-person-narrative","display_name":"first-person narration","score":0.9710000157356262},{"id":"https://openalex.org/keywords/communication-accommodation-theory","display_name":"communication accommodation theory","score":0.7950000166893005},{"id":"https://openalex.org/keywords/self-discrepancy-theory","display_name":"self-discrepancy theory","score":0.996999979019165},{"id":"https://openalex.org/keywords/ideal-self","display_name":"ideal self","score":0.6430000066757202},{"id":"https://openalex.org/keywords/interactive-marketing","display_name":"interactive marketing","score":0.6779999732971191},{"id":"https://openalex.org/keywords/achievability","display_name":"achievability","score":0.5820000171661377}],"concepts":[{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.8191999793052673},{"id":"https://openalex.org/C109747225","wikidata":"https://www.wikidata.org/wiki/Q815758","display_name":"Scarcity","level":2,"score":0.7279000282287598},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.5885999798774719},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.46889999508857727},{"id":"https://openalex.org/C179420905","wikidata":"https://www.wikidata.org/wiki/Q223871","display_name":"Mediation","level":2,"score":0.45350000262260437},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4194999933242798},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3799999952316284},{"id":"https://openalex.org/C117893075","wikidata":"https://www.wikidata.org/wiki/Q6966213","display_name":"Narrative inquiry","level":3,"score":0.3684000074863434},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3441999852657318},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3425999879837036},{"id":"https://openalex.org/C2777200299","wikidata":"https://www.wikidata.org/wiki/Q52943","display_name":"Conversation","level":2,"score":0.3407999873161316},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.3005000054836273},{"id":"https://openalex.org/C2992166776","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Consumer research","level":2,"score":0.28630000352859497},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.2757999897003174},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.2703000009059906},{"id":"https://openalex.org/C108154423","wikidata":"https://www.wikidata.org/wiki/Q1469792","display_name":"Salience (neuroscience)","level":2,"score":0.2694999873638153},{"id":"https://openalex.org/C75649859","wikidata":"https://www.wikidata.org/wiki/Q148877","display_name":"Assimilation (phonology)","level":2,"score":0.25780001282691956}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/jrim-05-2026-0381","doi":"https://doi.org/10.1108/jrim-05-2026-0381","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jrim-05-2026-0381","pdf_url":null,"source":{"id":"https://openalex.org/S45224653","display_name":"Journal of Research in Interactive Marketing","issn_l":"2040-7122","issn":["2040-7122","2040-7130"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-70","russia-white-list-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Research in Interactive Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":45,"referenced_works":["https://openalex.org/W65123550","https://openalex.org/W1517598104","https://openalex.org/W1987412795","https://openalex.org/W1997433835","https://openalex.org/W2003955127","https://openalex.org/W2004008756","https://openalex.org/W2026149024","https://openalex.org/W2027056187","https://openalex.org/W2038702827","https://openalex.org/W2040490360","https://openalex.org/W2041080008","https://openalex.org/W2048173277","https://openalex.org/W2049328131","https://openalex.org/W2051195115","https://openalex.org/W2051995890","https://openalex.org/W2053608618","https://openalex.org/W2067245865","https://openalex.org/W2069897384","https://openalex.org/W2082811497","https://openalex.org/W2090521833","https://openalex.org/W2093086151","https://openalex.org/W2106096361","https://openalex.org/W2113833762","https://openalex.org/W2150908140","https://openalex.org/W2162153512","https://openalex.org/W2171975196","https://openalex.org/W2192998084","https://openalex.org/W2259602359","https://openalex.org/W2494821594","https://openalex.org/W2742080619","https://openalex.org/W2753674883","https://openalex.org/W2802442088","https://openalex.org/W2898576832","https://openalex.org/W3084860379","https://openalex.org/W3109540917","https://openalex.org/W3121703968","https://openalex.org/W3125011042","https://openalex.org/W4205760863","https://openalex.org/W4299627282","https://openalex.org/W4392553557","https://openalex.org/W4400590130","https://openalex.org/W4403869566","https://openalex.org/W4406338583","https://openalex.org/W4410238423","https://openalex.org/W7081957720"],"related_works":["https://openalex.org/W7203732286","https://openalex.org/W4400590130","https://openalex.org/W2013807232","https://openalex.org/W2329719678","https://openalex.org/W7058161932","https://openalex.org/W2623755655","https://openalex.org/W2905265041","https://openalex.org/W3195214571","https://openalex.org/W1174051383","https://openalex.org/W7126435023"],"abstract_inverted_index":{"Purpose":[0],"Luxury":[1,146],"brands":[2],"increasingly":[3],"use":[4,149],"first-":[5],"and":[6,11,21,30,48,64,88,96,100,105,123,125,156,163,206],"third-person":[7,36,134,150],"stories":[8],"in":[9],"digital":[10],"interactive":[12,161,189],"marketing,":[13],"but":[14,140],"which":[15,61,71],"perspective":[16,159,167,186],"increases":[17],"brand":[18,84],"preference,":[19,92],"why":[20],"when":[22],"remain":[23],"unclear.":[24],"Drawing":[25],"on":[26],"communication":[27],"accommodation":[28],"theory":[29],"self-discrepancy":[31],"theory,":[32],"we":[33],"propose":[34],"that":[35],"(vs.":[37,42],"first-person)":[38],"narratives":[39,111,135,151],"provide":[40],"contrastive":[41],"assimilative)":[43],"cues,":[44],"enlarge":[45],"ideal-self":[46],"distance":[47],"activate":[49],"self-enhancement":[50,86,93,201],"motivation.":[51],"This":[52],"effect":[53],"should":[54,148,169],"be":[55,171],"stronger":[56],"for":[57,67,115,152],"demand-side":[58,138,153,207],"scarce":[59,69,154],"products,":[60,70],"signal":[62,72],"desirability":[63],"attainability,":[65],"than":[66,194],"supply-side":[68,142,179],"restricted":[73],"access.":[74],"Design/methodology/approach":[75],"Six":[76],"experiments,":[77],"including":[78],"eye":[79],"tracking,":[80],"manipulated":[81],"narrative":[82,158,185],"perspective,":[83],"type,":[85],"motivation":[87,119,202],"scarcity":[89,139,208],"type.":[90],"Brand":[91],"motivation,":[94],"assimilation":[95,124],"contrast":[97,126],"were":[98],"measured":[99],"analyzed":[101],"with":[102],"ANOVA/ANCOVA,":[103],"t-tests":[104],"bootstrapped":[106],"mediation":[107],"models.":[108],"Findings":[109],"Third-person":[110],"increased":[112],"preference":[113],"only":[114],"luxury":[116],"brands.":[117],"Self-enhancement":[118],"mediated":[120],"the":[121,175,204,210],"effect,":[122],"formed":[127],"parallel":[128],"serial":[129],"pathways.":[130],"The":[131,182],"advantage":[132],"of":[133],"appeared":[136],"under":[137],"not":[141,170],"scarcity.":[143,180],"Practical":[144],"implications":[145],"managers":[147],"products":[155],"match":[157],"to":[160,173],"channels":[162],"consumer":[164],"characteristics.":[165],"Narrative":[166],"alone":[168],"expected":[172],"offset":[174],"inaccessibility":[176],"signaled":[177],"by":[178],"Originality/value":[181],"research":[183],"explains":[184],"as":[187,203,209],"an":[188],"marketing":[190],"language":[191],"cue":[192],"rather":[193],"merely":[195],"another":[196],"story":[197],"feature.":[198],"It":[199],"identifies":[200],"mechanism":[205],"attainability-based":[211],"boundary":[212],"condition.":[213]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-11-01T00:00:00"}
