It is not always about brand: Design-driven consumers and their self-expression

It is not always about brand: Design-driven consumers and their self-expression Consumers often utilize product design as one of the central means for expressing identity. However, few studies have investigated how consumers leverage product design for self-expression, and how a dominant design preference can influence consumers’ self-expression through brands. Drawing upon identity theory, this study examines how design-driven consumers express their personal and social identities. The results suggest that design-dominance among consumers leverages their need-for-uniqueness as a conduit for social identity expression. For consumers with a clear self-concept, expressing uniqueness through product design is weaker. The results also demonstrate that when design-dominance is strong, consumer exhibit a reduced reliance on brands to express their social identity, thus weakening brand loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

It is not always about brand: Design-driven consumers and their self-expression

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.04.009
Publisher site
See Article on Publisher Site

Abstract

Consumers often utilize product design as one of the central means for expressing identity. However, few studies have investigated how consumers leverage product design for self-expression, and how a dominant design preference can influence consumers’ self-expression through brands. Drawing upon identity theory, this study examines how design-driven consumers express their personal and social identities. The results suggest that design-dominance among consumers leverages their need-for-uniqueness as a conduit for social identity expression. For consumers with a clear self-concept, expressing uniqueness through product design is weaker. The results also demonstrate that when design-dominance is strong, consumer exhibit a reduced reliance on brands to express their social identity, thus weakening brand loyalty.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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