Customers' need for uniqueness theory versus brand congruence theory

LAUR Repository

Show simple item record

dc.contributor.author Abosag, Ibrahim
dc.contributor.author Ramadan, Zahy B.
dc.contributor.author Baker, Tom
dc.contributor.author Zhongqi, Jin
dc.date.accessioned 2019-09-24T12:11:57Z
dc.date.available 2019-09-24T12:11:57Z
dc.date.copyright 2020 en_US
dc.date.issued 2019-09-24
dc.identifier.issn 0148-2963 en_US
dc.identifier.uri http://hdl.handle.net/10725/11337 en_US
dc.description.abstract Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers' need for uniqueness (NFU). This is the result of a tension between the theory of brand congruence, that most brands endeavor to establish with their customers, and the theory of consumers' NFU, that many consumers aim to fulfill, that has not been previously examined. Whilst the theory of brand congruence states that consumers have a favorable attitude towards brands that greatly match their self-concept (brand similarity), the theory of uniqueness, when brand similarity is shared with others, generates avoidance of similarities with others, leading to a reduction in engagement and satisfaction. Social media platforms including Facebook are at risk from customers' NFU which significantly reduces users' satisfaction, hence reducing the attractiveness and usage of Facebook. To examine this, the paper identifies the paradox of similarity in relation to both theories and examines the relationship between consumers' socialization within Social Network Sites (SNSs), brand similarity, consumers' need for uniqueness, and consumers' satisfaction with the SNS. The conceptual model was tested using data from 341 consumers in the US. The findings show that whilst satisfaction with the SNS is enhanced by brand similarity and friend liking, it is undermined by customers' need for uniqueness. Implications for online brand communities and SNSs (Facebook) are discussed and guidance for future research is provided. en_US
dc.language.iso en en_US
dc.title Customers' need for uniqueness theory versus brand congruence theory en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle the impact on satisfaction with social network sites en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Journal of Business Research en_US
dc.journal.volume 117
dc.article.pages 862-872 en_US
dc.keywords Uniqueness en_US
dc.keywords Friend liking en_US
dc.keywords Brand en_US
dc.keywords Satisfaction en_US
dc.keywords Facebook en_US
dc.identifier.doi https://doi.org/10.1016/j.jbusres.2019.03.016 en_US
dc.identifier.ctation Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2020). Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862-872. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.sciencedirect.com/science/article/pii/S0148296319301882 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.author.affiliation Lebanese American University en_US

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search LAUR

Advanced Search


My Account