Consumers' need for uniqueness: short-form scale development and cross-cultural validation

被引:160
作者
Ruvio, Ayalla [1 ]
Shoham, Aviv [1 ,2 ]
Brencic, Maja Makovec [2 ]
机构
[1] Univ Haifa, Grad Sch Management, IL-31999 Haifa, Israel
[2] Univ Ljubljana, Fac Econ, Ljubljana, Slovenia
关键词
unique selling proposition; consumer behavior; product differentiation; cross-cultural studies;
D O I
10.1108/02651330810851872
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this paper is to develop and validate cross-culturally a short-form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations. Design/methodology/approach - The paper uses survey-based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling. Findings - In general, support was found for the cross-cultural reliability and validity of the new, short-form CNFU scale. Research limitations/implications - Future research can use the short-form scale with additional confidence in its cross-cultural reliability and validity. Practical implications - First, since CNFU appears not to be culturally bound, marketers can identify cross-country segments of high-CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high-uniqueness products. Originality/value - An original and first presentation of a cross-cultural validation of a parsimonious CNFU scale.
引用
收藏
页码:33 / 53
页数:21
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