Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites

Abosag, Ibrahim; Ramadan, Zahy; Baker, Tom; Jin, Zhongqi

doi:10.1016/j.jbusres.2019.03.016

All Outputs (2)

Customer Deviance: A Framework, Prevention Strategies, and Opportunities for Future Research (2019)
Journal Article
Fombelle, P. W., Voorhees, C. M., Jenkins, M. R., Sidaoui, K., Benoit, S., Gruber, T., Gustafsson, A., & Abosag, I. (2020). Customer Deviance: A Framework, Prevention Strategies, and Opportunities for Future Research. Journal of Business Research, 116, 387-400. https://doi.org/10.1016/j.jbusres.2019.09.012

Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites (2019)
Journal Article
Abosag, I., Ramadan, Z., 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(Sept), 862-872. https://doi.org/10.1016/j.jbusres.2019.03.016

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... Read More about Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites.