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
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada
H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction
Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University