... on uniqueness theory, this research aims to propose that the relative importance of form and functional newness to adoption preference could vary depending on the degree of consumers’ need for uniqueness (CNFU). Design/methodology/approach To mimic real consumption behavior as much as possible...

... associations. Current studies examine the interactive effects of self-brand connection (SBC) and consumer need for uniqueness (cNFU) on intentions to engage in brand-promoting and brand-protecting word-of-mouth behavior to in-group and out-group recipients. Design/methodology/approach Experimental scenario...