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.
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.
Christina Saenger, Youngstown State University, USA
Veronica Thomas, Towson University, USA
NA - Advances in Consumer Research Volume 42 | 2014
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?
Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA
Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift
Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana