Author(s): Tapadinhas, Ana Rita Duarte
Date: 2018
Persistent ID: http://hdl.handle.net/10362/38690
Origin: Repositório Institucional da UNL
Subject(s): Consumers´ need for uniqueness; Uniqueness; Perceived uniqueness; Brand awareness; Domínio/Área Científica::Ciências Sociais::Economia e Gestão
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.
