I’M Not Telling: How Self-Brand Connected Consumers’ Need For Uniqueness Affects Word of Mouth to Different Reference Groups

Christina Saenger, Youngstown State University, USA
Veronica Thomas, Towson University, USA
This study examines the effect of consumers’ self-brand connection on their intentions to spread word of mouth, and how this effect is moderated by a consumer’s need for uniqueness and the reference group receiving the communication. NFU weakens the SBC-WOM relationship, but perhaps only when recipients represent an aspirational group.
[ to cite ]:
Christina Saenger and Veronica Thomas (2014) ,"I’M Not Telling: How Self-Brand Connected Consumers’ Need For Uniqueness Affects Word of Mouth to Different Reference Groups ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 809-809.