The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth

Brand pride generates positive emotions and increases brand loyalty, leading to more word-of- mouth advertising. It is necessary to emphasize the need to raise awareness of national cosmetics and promote beauty through simplicity and originality. This study investigates the effect of consumer’s need...

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Main Author:	Arshad, Sana
Format:	Thesis
Language:	eng eng
Published:	2023
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/10909/1/permission%20to%20deposit-grant%20the%20permission-s904204.pdf https://etd.uum.edu.my/10909/2/s904204_01.pdf
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id	my-uum-etd.10909
record_format	uketd_dc
spelling	my-uum-etd.109092024-01-23T06:57:43Z The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth 2023 Arshad, Sana Abdul Talib, Asmat Nizam Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Brand pride generates positive emotions and increases brand loyalty, leading to more word-of- mouth advertising. It is necessary to emphasize the need to raise awareness of national cosmetics and promote beauty through simplicity and originality. This study investigates the effect of consumer’s need for uniqueness and emotional experience on brand pride with the mediating role of eWOM. Primary data was collected from 394 Pakistani millennials and analyzed using partial least squares structural equation modeling via Smart PLS 3.0. The findings indicate that consumers’ need for uniqueness and emotional experiences significantly influenced eWOM. In addition, eWOM had a positive impact on the mediation between the consumer need for uniqueness, emotional experience and brand pride. This study broadens the scope of WOM research in the digital age and sheds light on diverse customer interactions. It also uncovers the growing trend of organic cosmetics due to increased awareness of cruelty-free products and offers insights into men's cosmetic preferences. The proposed research framework integrates the theory of uniqueness and the theory of brand congruence to advance knowledge about consumer need for uniqueness, emotional experiences and the impact of eWOM on Pakistani millennials' brand pride. The results highlight the importance of eWOM in shaping consumer decisions and make the case for further industry research. The findings have significant implications for marketers and platform administrators in managing consumer responses. Categorizing viewpoints resolves conflicts while customizing beauty perceptions and pricing strategies to target specific groups. The research also provides guidance to platform operators on improving usability and encouraging reviews. 2023 Thesis https://etd.uum.edu.my/10909/ https://etd.uum.edu.my/10909/1/permission%20to%20deposit-grant%20the%20permission-s904204.pdf text eng staffonly https://etd.uum.edu.my/10909/2/s904204_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Abdul Talib, Asmat Nizam
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Arshad, Sana The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
description	Brand pride generates positive emotions and increases brand loyalty, leading to more word-of- mouth advertising. It is necessary to emphasize the need to raise awareness of national cosmetics and promote beauty through simplicity and originality. This study investigates the effect of consumer’s need for uniqueness and emotional experience on brand pride with the mediating role of eWOM. Primary data was collected from 394 Pakistani millennials and analyzed using partial least squares structural equation modeling via Smart PLS 3.0. The findings indicate that consumers’ need for uniqueness and emotional experiences significantly influenced eWOM. In addition, eWOM had a positive impact on the mediation between the consumer need for uniqueness, emotional experience and brand pride. This study broadens the scope of WOM research in the digital age and sheds light on diverse customer interactions. It also uncovers the growing trend of organic cosmetics due to increased awareness of cruelty-free products and offers insights into men's cosmetic preferences. The proposed research framework integrates the theory of uniqueness and the theory of brand congruence to advance knowledge about consumer need for uniqueness, emotional experiences and the impact of eWOM on Pakistani millennials' brand pride. The results highlight the importance of eWOM in shaping consumer decisions and make the case for further industry research. The findings have significant implications for marketers and platform administrators in managing consumer responses. Categorizing viewpoints resolves conflicts while customizing beauty perceptions and pricing strategies to target specific groups. The research also provides guidance to platform operators on improving usability and encouraging reviews.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Arshad, Sana
author_facet	Arshad, Sana
author_sort	Arshad, Sana
title	The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
title_short	The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
title_full	The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
title_fullStr	The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
title_full_unstemmed	The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
title_sort	effect of consumer's need for uniqueness and emotional experience on brand pride: the mediating role of electronic word-of-mouth
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2023
url	https://etd.uum.edu.my/10909/1/permission%20to%20deposit-grant%20the%20permission-s904204.pdf https://etd.uum.edu.my/10909/2/s904204_01.pdf
_version_	1794023787073634304

The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth

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