Customers' need for uniqueness theory versus brand congruence theory: the impact on satisfaction with social network sites
Article
Abosag, I., Ramadan, Z., Baker, T. and 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, pp. 862-872. https://doi.org/10.1016/j.jbusres.2019.03.016
Type | Article |
---|---|
Title | Customers' need for uniqueness theory versus brand congruence theory: the impact on satisfaction with social network sites |
Authors | Abosag, I., Ramadan, Z., Baker, T. and Jin, Z. |
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. |
Keywords | Uniqueness; friend liking; brand satisfaction; Facebook |
Publisher | Elsevier |
Journal | Journal of Business Research |
ISSN | 0148-2963 |
Electronic | 1873-7978 |
Publication dates | |
Online | 11 Apr 2019 |
01 Sep 2020 | |
Publication process dates | |
Deposited | 18 Mar 2020 |
Accepted | 10 Mar 2019 |
Output status | Published |
Publisher's version | License File Access Level Open |
Copyright Statement | © 2019 The Authors. |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2019.03.016 |
Scopus EID | 2-s2.0-85064047845 |
Web of Science identifier | WOS:000556889900079 |
Language | English |
https://repository.mdx.ac.uk/item/88x15
Download files
87
total views17
total downloads1
views this month0
downloads this month