The Impacts of Consumers’ Need for Uniqueness (CNFU) and Brand Personality on Brand Switching Intentions

Abstract

This research attempts to apply the CNFU and brand personality to examine consumers’ brand switching intentions. Specifically, this research will explore the moderating role of brand personality in the impact of CNFU on brand switching intentions. Research results indicate that high-CNFU individuals tend to express higher brand switching intentions than low-CNFU individuals, whereas low-CNFU individuals tend to express lower brand switching intentions. Moreover, high-CNFU individuals tend to express lower brand switching intentions toward products with strong brand personality than those with weak brand personality, whereas low-CNFU individuals tend to express higher brand switching intentions toward products with strong brand personality than those with low brand personality.