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dc.contributor.authorJebarajakirthy, Charles
dc.contributor.authorDas, Manish
dc.description.abstractLuxury consumption has become a worldwide phenomenon. Irrespective of consumers’ need for uniqueness being considered as an important psychological factor impacting luxury consumption intention, research seldom investigates the impact of CNFU dimensions on luxury consumption. This study investigates how CNFU dimensions (i.e. creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity) drive luxury consumption intention in light of the mediating role of social comparison and the moderating role of materialism. Four hundred twenty-eight surveys completed by high-income consumers in India were used for analysis. The findings showed that social comparison mediates the effects of creative choice counter conformity and avoidance of similarity on luxury consumption. Materialism moderates these mediation effects. This study contributes to the luxury consumption literature by explaining how the interplay of psychological and social factor affects luxury purchase intention among the people driven by different uniqueness dimensions. Practically, the findings will be useful to the retailers and marketers of fashion luxury items and brands.
dc.relation.ispartofjournalJournal of Retailing and Consumer Services
dc.subject.keywordsSocial Sciences
dc.subject.keywordsLuxury consumption
dc.subject.keywordsConsumers need for uniqueness
dc.titleUniqueness and luxury: A moderated mediation approach
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationJebarajakirthy, C; Das, M, Uniqueness and luxury: A moderated mediation approach, Journal of Retailing and Consumer Services, 2021, 60, pp. 102477
gro.hasfulltextNo Full Text
gro.griffith.authorJebarajakirthy, Charles P.

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