PPTs of Branding antecedents of consumer need for uniqueness: a behavioural approach to globalness vs. localness The document is about the research work done by Smule and it is about the branding which has a really impact by its localness and Global Ness.

1. Branding antecedents of consumer need for uniqueness: a
behavioural approach to globalness vs. localness

2. • Despite the importance of consumers’ need for uniqueness in behavioural studies, branding antecedents
such as consumer brand identification and brand personality have not been fully investigated.
• Regarded as king of the market, consumers generally play a noteworthy role in a brand’s success or failure
• with the proliferation of competing brands within the marketplace, consumers are faced with various options
in making their purchase decisions
• researchers have investigated some of the antecedents and consequences of consumers’ need for
uniqueness.
• materialistic consumers with an independent self-construal have a preference for inconspicuous luxury
consumption due to their high need for uniqueness, their non-materialistic counterparts with an
interdependent self-construal showed a preference for conspicuous luxury product consumption due to
high-level self-monitoring
Introduction

3. This study aims to investigate the impact of these factors on consumers’ brand attitude and
purchase intention in the car industry by uncovering the moderating role of brand origin and
gender via a non-linear structural equation modelling approach.
Research Objective

4. H1: Brand personality positively affects consumers’ need for uniqueness
H2: Consumer brand identification positively affects consumers’ need for uniqueness
H3: Brand personality positively affects consumer brand identification
H4: Consumers’ need for uniqueness positively affects brand attitude.
H5: Consumers’ need for uniqueness positively affects purchase intention.
H6: Gender moderates the following relationships:
H6a: Brand personality and consumers’ need for uniqueness.
H6b: Brand personality and consumer brand identification.
H6c: Consumer brand identification and consumers’ need for uniqueness.
H6d: Consumers’ need for uniqueness and brand attitude.
H6e: Consumers’ need for uniqueness and purchase intention
Hypotheses

5. Theoretical model

6. Method and instrument development
 current study focuses on the automobile industry
 focus group interview was conducted with Malaysian MBA and PhD candidate students to gather and identify the
top foreign and local car brands
 total of 318 (79.5%) usable responses were compiled after removing the entire incomplete questionnaires.
 SEM is considered as an appropriate approach for data analysis,
 to use WarpPLS software for data analysis.

7. Method and instrument development
Hypothesized Path
Proposed Model
Path Coefficient
p-
Value
Rival Model Path
Coefficient
p-Value Decision
BP -> NFU 0.54 <0.01 0.48 <0.01 Accepted
CBI -> NFU 0.37 <0.01 0.34 <0.01 Accepted
BP-> CBI 0.56 <0.01 0.50 <0.01 Accepted
NFU -> BAT 0.48 <0.01 0.35 <0.01 Accepted
NFU -> CPI 0.31 <0.01 0.12 <0.04 Accepted
BAT -> CPI 0.35 <0.01 0.26 <0.01 Accepted
CBI -> BAT N/A N/A 0.15 <0.01 Accepted
CBI -> CPI N/A N/A 0.35 <0.01 Accepted

8. Structural model outcomes.

9. Rival model.

10. • This study is unique in both theory and practice. In terms of its theoretical contribution,
• the results of this study shed more light on the links between consumer brand identification and brand personality
and consumers’ need for uniqueness which has been missing from earlier studies.
• This study also, by applying non-linear SEM, reveals that the relationships between some exogenous and
endogenous variables are non-linear (e.g. need for uniqueness and consumers’ purchase intention as well as
consumer brand identification and brand attitude).
• this study extends the literature by empirically demonstrating that the relationships among the variables are not
necessarily linear.
• The current study also highlights the moderating role of gender and brand origin in enhancing the associations
Implication

11. i. Although the initial purpose of the study was to collect data from different age groups, therefore, to avoid bias in
future, data from other groups should be sought in the identification process of predominant foreign and local
car brands.
ii. this study focused on branding as the only antecedent of consumers’ need for uniqueness; hence, it would be
very interesting to identify other possible antecedents of NFU.
iii. Thirdly, this study focussed purely on one attitudinal and behavioural consequence of NFU, so it will be useful
for future research to look at other possible outcomes such as, brand love, brand forgiveness, affective, and
cognitive and conative loyalty.
iv. To authenticate the outcomes of the present study, further research is suggested to analyse the hypothesized
model in different cultural and industrial environments.
Limitations and future research direction