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High-Profile or Silent? The Impact of Consumer Need for Uniqueness and Brand Prominence on the Purchase Intention of Luxury Goods
need for uniqueness
The luxury market has gradually escalated, in view of the luxury brand changed the marketing strategy, redesigned products or brand logo. Thus, the brand logo gradually plays an important role in luxury goods. In addition, more and more niche luxury brands are booming, exhibiting a unique life attitude. In short, buying luxury goods is no longer just an option to show off the wealth; some personal traits and demands should be considered more deeply. This study tries to clarify the relationship between brand prominence and the need for uniqueness through theoretical analysis and experimental verification and further examines the impact of these two factors on consumers' luxury purchase intentions. Moreover, the heuristic-systematic model is applied in this study to interpret the mechanism. In the following part, two experiments are designed. The data analysis takes into account the brand prominence and the need for uniqueness, while the relationship between these two variables corresponds. It is verified that in the high brand prominence condition, the individuals who have a high need for uniqueness may tend to have lower luxury purchase intention than those who have a low need for uniqueness. In contrast, in the quiet brand prominence condition, the individuals who have a high need for uniqueness may tend to have higher luxury purchase intention than those who have a low need for uniqueness.
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