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Article
Publication date: 15 May 2007

Dee K. Knight and Eun Young Kim

This study sets out to examine the causal relationships among consumers' need for uniqueness, brand perceptions, and purchase intention of a US apparel brand among…

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16452

Abstract

Purpose

This study sets out to examine the causal relationships among consumers' need for uniqueness, brand perceptions, and purchase intention of a US apparel brand among Japanese Generation Y consumers.

Design/methodology/approach

A self‐administered questionnaire was used to collect data from 175 students enrolled at two Japanese metropolitan universities. A structural equation model using correlation matrix with maximum likelihood was estimated using LISREL 8.53.

Findings

Japanese consumers' need for uniqueness consisted of avoidance of similarity, unpopular choice and creative choice. The consumers' need for uniqueness was negatively related to the perceived quality, whereas the creative choice was positively related to the emotional value in perceptions of the US apparel brand. The perceived quality decreased purchase intention, while the emotional value increased purchase intention.

Research limitations/implications

This study was limited to students at two Japanese metropolitan universities and to one US apparel brand.

Practical implications

Consumer need for uniqueness may be considered when developing merchandising and marketing strategies for the Generation Y consumer cohort in domestic and international markets. A focus on emotional values can be successful in creating and maintaining a brand relationship with the focal consumer market.

Originality/value

Few, if any, studies exist that investigate Japanese Generation Y consumers' need for uniqueness and its relationship to brand perceptions. This study addresses perception of a foreign brand and purchase intention related to consumers' need for uniqueness.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 1 December 1995

David J. Burns and Homer B. Warren

Since the store mix and product offerings of many regional shoppingmalls are very similar, often the primary discriminator between many ofthese centres is merely location…

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7083

Abstract

Since the store mix and product offerings of many regional shopping malls are very similar, often the primary discriminator between many of these centres is merely location. Making the choice to shop at a regional shopping mall other than the one nearest to one′s place of residence, therefore, does not appear to be a logical choice in many instances. Such behaviour, however, appears to be relatively common. It would appear, therefore, that regional shopping mall choice may not always be based solely on the offerings and location of the available shopping alternatives. Appears to provide support for the hypothesis that regional shopping mall choice can be an avenue for expression of an individual′s need for uniqueness. Suggests that outshopping activity as it relates to choice of regional shopping mall, may, at least in part, be prompted by the personal uniqueness which can be experienced by choosing to patronize regional shopping malls other than the one which is nearest to one′s place of residence.

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International Journal of Retail & Distribution Management, vol. 23 no. 12
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 23 August 2019

Soundararaj Ajitha and V.J. Sivakumar

There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how…

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2822

Abstract

Purpose

There is a significant growth in the consumption of new luxury fashion brands in developing price-sensitive markets like India. Not only does this growth demonstrate how the “new” luxury brands have become a success, but is also illustrative of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude.

Design/methodology/approach

This study employed a self-monitored survey to collect the data from the customers of new luxury fashion retail brand stores in Chennai, India for empirical validation of the model. Data collected from 394 new luxury brands shoppers were analysed using partial least squares structural equation modelling.

Findings

The need for uniqueness and self-monitoring had significant positive influences on social-adjustive attitude and value-expressive attitude. However, the relationship between self-monitoring and value-expressive attitude was weak when compared to other relationships. Significant differences were seen in the strengths of the relationships between gender and age.

Originality/value

New luxury is significantly different from traditional luxury. Analyses regarding age group, gender and attitude can provide unique understanding related to new luxury trends, especially in a price sensitive and emerging market like India. This would help managers in segmenting the market based on consumer demographics, and devise strategies based on their characteristics to influence their attitudes and other behavioural patterns.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 13 April 2021

Chunhui Huo, Javaria Hameed, Muhammad Waqas Sadiq, Gadah Albasher and Wedad Alqahtani

This paper aims to provide a valid insight into consumers' minds while considering word of mouth (WOM), brand image and uniqueness as independent variables while…

Abstract

Purpose

This paper aims to provide a valid insight into consumers' minds while considering word of mouth (WOM), brand image and uniqueness as independent variables while considering the tourism industry as the primary stakeholder.

Design/methodology/approach

The study adopts qualitative research methods and data collected from 1,033 respondents using convenience sampling methodology. The data are collected from different tourists spots in China and Pakistan. The PROCESS macro was utilized in this study using SPSS version 25.0 to inspect the impacts by using Model 4 and the conditional effects indirectly by utilizing Model 14.

Findings

Customer's intimacy, search for novel and unexplored destinations highlight WOM interactions and perceived service value. Service value, interactional justice and professional attitude of hotel management mediated all the given relationships significantly. The brand image does not mediate any significant associations. Perceived service value and brand image predict customer's loyalty, and WOM is the direct measure of their intentions, and these variables are market trend indicators. A tourist's response toward different destinations is described in this study with comparative analysis of Chinese and Pakistani tourists. The study results showed a significantly positive relationship between hotel management professional behavior, customer's loyalty, customer's intimacy and WOM.

Research limitations/implications

The recruited population might not be represented as the broader and larger visitor population, resulting in restricting establishing tactics. Moreover, this study's results provide significant insight into a tourism industry, hence providing a chance to manage customer loyalty better.

Social, managerial and theoretical implications

This study contributes significantly to the body of knowledge and provides remarkable insight from the managerial perspective. Interactional justice results in significant value for hotel management directors and top management, front desk staff and operatives and front level employees and managers. Consumer sensitivity of fairness in interpersonal dealings calls for behavioral changes in frontline employees, especially those directly dealing with hotel visitors. Hotel staff and management should formulate a system to deal with the demands and needs of visitors. It should describe the rights and obligations of visitors and ensure that each customer is treated equally and with respect. Customers should be motivated to read the survey questionnaires kept in their rooms and offer their views on the services provided. This strategy might increase the customers' sense of empowerment and leading to notions of fairness in individual encounters.

Originality/value

This study provides an insight into the customer's minds while considering essential variables that include WOM, brand image, perceived service value and uniqueness.

Details

Business Process Management Journal, vol. 27 no. 7
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 24 September 2019

Changzheng Wang, Xuechun Zhou and Minxue Huang

Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The purpose of this paper is to identify and…

Abstract

Purpose

Chinese face refers to reputation, others’ respect or compliance which is gained through self-representation and role-playing. The purpose of this paper is to identify and distinguish the four dimensions of face construct: personal identity-face, family identity-face, friend identity-face and occupational identity-face. Based on this, the authors discuss and investigate the influence of four different face dimensions on a consumer’s need for uniqueness (CNFU).

Design/methodology/approach

This research uses a questionnaire survey method and convenience samples. Subjects are students from a university in Wuhan operated directly under the Ministry of Education. A total of 730 questionnaires were distributed mainly in libraries and study rooms. After eliminating invalid questionnaires, 690 questionnaires were obtained. In sum, 44.1 percent research subjects are males, and 59 percent of them are undergraduate samples; 92.5 percent subjects’ monthly disposable consumption was less than 2,000 yuan.

Findings

The result shows that the influence paths and directions are different. Specifically, personal identity-face and family identity-face restrain CNFU through promoting interdependent self-construal, and friend identity-face and occupational identity-face facilitate CNFU through enhancing the consumer’s susceptibility to normative influence.

Originality/value

These findings are useful for clarify contemporary Chinese individuality-seeking consumption and conformity consumption behavior, and will shed light on form strategic practices, such as brand positioning and product communication.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 31 July 2020

Minyoung Lee, Joonheui Bae and Dong-Mo Koo

Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury…

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1196

Abstract

Purpose

Previous research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.

Design/methodology/approach

An experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.

Findings

The study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.

Research limitations/implications

The present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.

Practical implications

Marketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.

Originality/value

This research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 14 August 2021

Susan Danissa Calderón Urbina, Antonios Stamatogiannakis and Dilney Goncalves

This study aims to introduce the duration of uniqueness, an important dimension of unique products. It studies how choices between products with long versus short duration…

Abstract

Purpose

This study aims to introduce the duration of uniqueness, an important dimension of unique products. It studies how choices between products with long versus short duration of uniqueness are influenced by the interaction between pressure and consumers’ need for uniqueness (NFU).

Design/methodology/approach

This research uses a multi-method study approach. A pilot field-study tested the novelty and importance of the research by asking retail professionals to predict the choice of a hypothetical consumer. A retrospective study assessed the importance of duration of uniqueness in unique product choices, by asking consumers about a real and recent unique product purchase. Four additional experimental studies directly tested hypotheses by manipulating pressure and by measuring or manipulating uniqueness motivations.

Findings

The pilot field-study showed the novelty and relevance of this research for professionals. Study 1 revealed that, retrospectively, uniqueness duration was considered important for the choice of unique products, by high-NFU consumers under pressure. Studies 2 and 3 demonstrated that pressure increases the tendency of high-NFU, but not low-NFU, consumers to choose products with long over short uniqueness duration. Study 4 provided initial evidence for the process behind the effect. Study 5 showed that considerations of uniqueness duration when choosing mediated the effects.

Research limitations/implications

The results of the pilot field-study and retrospective study might be affected by recall bias or lay theories. The findings need to be replicated with other sources of pressure and uniqueness. This calls for further research.

Practical implications

Results are important for companies marketing unique products and they suggest that pressure-based marketing appeals can be used strategically to increase sales of products with long uniqueness duration but decrease sales of products with short uniqueness duration. Although the research provides these guidelines, managers should consider the ethical implications of pressure strategies.

Originality/value

This is the first attempt to empirically investigate the duration of uniqueness. Although extant research has examined choices between products with different degrees of uniqueness, this research studies choice of products with similar degrees of uniqueness, but different uniqueness duration. Thus, this research adds to the scarce literature studying the duration of symbolic benefits. Moreover, although pressure and NFU frequently co-exist in uniqueness consumption settings, this study is the first to study their joint effects.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 10 December 2020

Amirreza Konjkav Monfared, Arefeh Mansouri and Negar Jalilian

Buyers of luxury clothing products usually place great importance on design because they can satisfy their personal needs. However, the underlying motivation for buying…

Abstract

Purpose

Buyers of luxury clothing products usually place great importance on design because they can satisfy their personal needs. However, the underlying motivation for buying luxury products has not been fully understood. Therefore, identifying the factors influencing the choice of luxury products and brand loyalty can provide useful information to a better understanding of the customers' needs of these brands. In fact, in this article, we are trying to determine how personality traits (including the need for uniqueness and self-monitoring) and social traits (including self-expression and self-presentation) influence the importance of design and brand loyalty.

Design/methodology/approach

A questionnaire was used to collect data. The questionnaire was answered by 386 buyers of luxury clothing brands in Iran. Structural equation modeling was also used for data analysis. Data were analyzed by SPSS 19.0 and AMOS 24.0 software.

Findings

The results of this study show that people who need to be unique pay more attention to the specific designs by expressing their self-expression in their surrounding community, while self-monitors seek acceptance in the community by using common designs. Finally, the results show that the importance of design reduces customer loyalty to the brand.

Originality/value

To the best of the authors' knowledge, this study is the first one to investigate the effect of personality and social traits on the importance of luxury clothing design and brand loyalty using statistical data analysis tools in Iran.

Details

American Journal of Business, vol. 36 no. 2
Type: Research Article
ISSN: 1935-5181

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Article
Publication date: 15 December 2020

Chen Wang, Qiang Wang, Taiwen Feng and Yan Zhang

This study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more…

Abstract

Purpose

This study aims to investigate the impacts of service category (utilitarian vs hedonic) on chosen degree of uniqueness (CDOU) and consumers' willingness to pay more (WTPM), as well as the moderating roles of consumers' narcissism trait (high vs low) and processing mode (rational vs experiential) on the relationship between service category and CDOU.

Design/methodology/approach

This study conducts one online experiment-questionnaire study and one between-subject lab experiment to test the hypotheses.

Findings

This study finds that consumers are more likely to choose unique choices in hedonic service customization. Consumers' CDOU has a positive effect on their attitudes toward WTPM. In addition, consumers' processing mode moderates the relationship between service category and CDOU.

Practical implications

The findings provide new insights into better understanding the factors affecting the choice of service customization and have significant practical implications. First, consumers' different desire for uniqueness of different service should not be neglected when examining the values of service customization. Second, high-level CDOU is quite prevalent for hedonic (vs utilitarian) service customization, especially for consumers with experiential processing mode.

Originality/value

While previous studies state “need for uniqueness” as a key characteristic of product customization in general, we extend it to intangible service customization and connect it with consumers' WTPM. In addition, the moderating role of individual trait and decision-making processing mode is also checked. Thus, the findings refine the existing understanding of the relationship between uniqueness and service customization.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 November 2010

Yanqun He, Deqiang Zou and Liyin Jin

The objective of this paper is to investigate the lifestyles of contemporary Chinese affluent consumers and their influences on a number of consumption variables such as…

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6240

Abstract

Purpose

The objective of this paper is to investigate the lifestyles of contemporary Chinese affluent consumers and their influences on a number of consumption variables such as brand preference (local versus foreign), attitudes toward innovative products, luxury consumption, impulse purchases, etc.

Design/methodology/approach

Survey data were collected from 1,317 consumers across 17 cities in China. Five lifestyle factors were identified and further verified through a confirmatory factor analysis. Multiple regression analyses were performed to explore the relationships between lifestyles and consumption patterns.

Findings

The results showed that affluent Chinese consumers, though apparently similar in terms of wealth possession, exhibited very different patterns in their purchase and consumption behaviors. For instance, consumers with a salient “needforuniqueness” trait were found to be quite contingent on consuming goods for being distinctive. The price conscious consumers were somehow over‐confident in their purchase decisions, resulting sometimes in impulse buying. A third group of people were found to often disguise their consumption behaviors with an explicit orientation for public interests, e.g. environmental protection. Compared with those who seek respect from others, consumers with strong needs for achievement were found to be more pragmatic and tended to be self‐oriented.

Practical implications

Findings from this study provides a useful framework for marketers to link their products to various lifestyle groups of affluent Chinese consumers, thus enhancing their marketing productivity and profitability in the Chinese market.

Originality/value

Despite the large body of lifestyle studies, very little research has focused on the Asia Pacific region. The current study provides an extensive empirical investigation, on which marketers may better approach affluent Chinese consumers with various lifestyles.

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

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