The impacts of self-concept on brand image and loyalty with mediating role of the consumers' need for uniqueness theory
by Sepideh Najafi; Mohsen Alvandi
International Journal of Business Innovation and Research (IJBIR), Vol. 13, No. 4, 2017

Abstract: The main purpose of this study is evaluating the impacts of self-concept on brand image and loyalty, with regard to the mediating role of the consumers' need for uniqueness theory in three dimensions (avoidance of similarity, unpopular choice counter-conformity and creative choice counter-conformity) in luxury branding. For this research, 87 questionnaires were gathered from luxury goods buyers. The collected data were analysed by partial least square (PLS) method. The results indicate that there are positive relationship between independent self-concept with avoidance of similarity, creative choice counter-conformity and unpopular choice counter-conformity. Also, the positive impact of avoidance of similarity on brand loyalty and creative choice counter-conformity on brand image and brand loyalty confirmed. The results of this study help luxury brands managers to understand luxury buyer's intentions, for developing their markets better than before.

Online publication date: Wed, 12-Jul-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com