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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 809-809.

Authors

Christina Saenger, Youngstown State University, USA
Veronica Thomas, Towson University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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