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The joint effects of product uniqueness and brand awareness on consumers’ attitudes and intentions
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Orientador(es)
Resumo(s)
Brands often try to attract consumers with desire for uniqueness by offering
customizable or one-of-a-kind items. However, brand awareness might decrease the
perception of uniqueness associated to these items: a widespread brand may cause the
products to seem less unique, while an unknown brand may enhance the consumers’ feeling
of differentness. In this research, after verifying that consumers’ perceptions about an item’s
uniqueness are influenced by its brand’s brand awareness, I investigate the effects of the
interactions between a product’s uniqueness (or its perceived uniqueness), its brand and the
consumers’ need for uniqueness on consumer-related variables.
Descrição
Palavras-chave
Consumers´ need for uniqueness Uniqueness Perceived uniqueness Brand awareness