Unique like everybody else? The dual role of consumers' need for uniqueness

By A. Ruvio. 2008

182 citations recorded by the source corpus.

How researchers see this paper

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Social Identity Perspective on Brand loyalty (2012, background): “Distinctive brand identity can help consumers fulfill their self-definitional needs for uniqueness (Berger and Heath, 2007; Ruvio, 2008; Tian et al., 2001).”
Values associated with luxury brand consumption and the role of gender (2017, background): “CNFU is a compromise between two competingmotives: assimilation to and differentiation from others (Ruvio, 2008), which seeks to avoid the negative emotions that extreme similarity and dissimilarity can arouse (Snyder & Fromkin, 1980).”
Exploring the role of brand identification and brand love in generating higher levels of brand loyalty (2016, background): “In other words, brand distinctiveness satisfies consumers’ needs for uniqueness (Ruvio, 2008), while brand prestige helps consumers protect and develop greater self-esteem (Stokburger-Sauer et al., 2013).”
The effect of non-stereotypical gender role advertising on consumer evaluation (2016, background): “These consumers focus on dissimilarity (differentiation) rather than the similarity of objects (Ruvio 2008).”
‘Consuming Good’ on Social Media: What Can Conspicuous Virtue Signalling on Facebook Tell Us About Prosocial and Unethical Intentions? (2018, methodology): “In addition, Ruvio (2008) suggests that NFU provides a dual role, incorporating need for differentiation and need for assimilation.”