Examining need for uniqueness in emerging markets

Sharma, Dheeraj; Verma, Varsha; Sharma, Subhash

doi:10.1108/mip-03-2017-0047

Cited by 15 publications

(12 citation statements)

References 59 publications

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“…The need for uniqueness reflects the differences in consumers concerning counter-conformity motivation, which is the drive to pursue differentness relative to others. Consumers constantly use their distinctive possessions to develop, enhance, and showcase their unique self-image (Sharma et al , 2018). Thus, the search for uniqueness is a continual process which drives consumers to exhibit behaviors contrary to the prevailing norms to maintain their distinctiveness over time.…”

Section: Theoretical Framework and Model Developmentmentioning

confidence: 99%

“…The present study considered three consumer dispositions – cosmopolitanism, need for uniqueness, and materialism – in examining the attitude toward global brands from developed and emerging markets. These three positive dispositions or personality traits are studied as they are indicative of a perspective beyond provincial consumption boundaries and incorporate diversity, rationality, uniqueness, and material gain (Sharma et al , 2018). While prior studies have individually shown that these three dispositions lead to a positive orientation toward global brands, there is a lack of empirical evidence in the literature regarding the potential differences in their effects on global brands from developed and emerging markets (Bartsch et al , 2016).…”

Section: Introductionmentioning

confidence: 99%

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Consumer dispositions toward global brands

Srivastava¹,

Balaji

2018

MIP

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Purpose Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets. Design/methodology/approach A mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately. Findings The findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market. Research limitations/implications The study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets. Practical implications The findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets. Originality/value While prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

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Section: Theoretical Framework and Model Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Consumer dispositions toward global brands

Srivastava¹,

Balaji

2018

MIP

View full text Add to dashboard Cite

show abstract

“…Consumer need for uniqueness is a psychological trait that propels individuals to establish distinct personal and social images (Tian and McKenzie, 2001). It represents counter-conformity motivation that highlights individual differences concerning others (Sharma et al , 2018). The need for uniqueness is displayed by acquiring differentiated items and brands (Roy and Rabbanee, 2015).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context

Das

Saha

Balaji

2021

JPBM

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Purpose This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products. Design/methodology/approach Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses. Findings The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention. Research limitations/implications The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets. Practical implications The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets. Originality/value The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.

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“…Second, managerial decisions in emerging markets seem to be different from traditional markets. Business models, for example, need to adapt (Pels and Sheth, 2017) and for companies based in an emerging market, this is no different (Sharma et al, 2018), mainly due to the existence of political, business, social and internal contingencies for companies (Paul, 2020). The last reason refers to particular event factors that vary from country to country, which may base managerial decisions in this very particular context (Lim et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…Another striking feature of decision-making is that managers usually rely on subjective judgments and rules of thumb decisions (Leeflang et al, 2015). Context in emerging markets seems to resemble and even intensify this characteristic, as they present particular forms of unstructured and unorganized retail competition (Kumar et al, 2015;Sharma et al, 2018). Distribution strategies vary across brands, product forms and retail competition (Sharma et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

How marketing balances the battle between premium and regular products? Brand sales dynamics in an emerging market

Almeida

Porto

Limongi

2020

IJOEM

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PurposeEvolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final position (negative, neutral or positive).Design/methodology/approachA three-step methodological approach was performed. First, individual brand sales series were classified (stationarity or evolution) after unit root tests. These series were then regressed against a time variable. These two steps enabled a qualitative classification of six proposed positions, ranging from the worst to the best scenario for marketing managers. A final multinomial model identified the marketing effect to these positions.FindingsDescriptive statistics reveal an insignificant prevalence of stationary sales series and a small number of positive brand sales series (ascending or promising). The multinomial model shows that price is negatively associated to positive brand sales positions, the important effect of service strategies and how product decisions can lead to an avoidance of negative positions.Research limitations/implicationsThe model is limited to short time series of a unique transactional dataset from a multinational energy company based in Brazil.Practical implicationsThe research provides a rational empirical framework to managers involved with decisions regarding brand sales dynamics in emerging markets.Originality/valueThe approach advance into the development of models to uncover conditions for market evolution and stationarity in a context marked by the shortage of data.

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Examining need for uniqueness in emerging markets

Cited by 15 publications

References 59 publications

Consumer dispositions toward global brands

Consumer dispositions toward global brands

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context

How marketing balances the battle between premium and regular products? Brand sales dynamics in an emerging market

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