Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites
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DOI: 10.1016/j.jbusres.2019.03.016
Abstract: Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers' need for uniqueness (NFU). This is the result of a tension between the theory of brand… read more here.
Keywords: theory; satisfaction; customers need; brand ... See more keywords