Branding antecedents of consumer need for uniqueness: a behavioural approach to globalness vs. localness
Abstract
Despite the importance of consumers’ need for uniqueness in behavioural studies, branding antecedents such as consumer brand identification and brand personality have not been fully investigated. This study aims to investigate the impact of these factors on consumers’ brand attitude and purchase intention in the car industry by uncovering the moderating role of brand origin and gender via a non-linear structural equation modelling approach. The...
Paper Details
Title
Branding antecedents of consumer need for uniqueness: a behavioural approach to globalness vs. localness
Published Date
Feb 11, 2021
Volume
28
Issue
4
Pages
392 - 427
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