Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance

Consumers' need for uniqueness (CNFU) has received much attention in identifying intention for luxury consumption. This study investigates how the interplay of CNFU dimensions (i.e. creative choice, unpopular choice and avoidance of similarity), social comparison and psychological entitlement drives consumers’ intention for bandwagon and snob luxury consumption. Useable responses collected from 427 high-income Indian luxury fashion consumers...