Japanese consumers' need for uniqueness

Abstract

Purpose – This study sets out to examine the causal relationships among consumers' need for uniqueness, brand perceptions, and purchase intention of a US apparel brand among Japanese Generation Y consumers.Design/methodology/approach – A self‐administered questionnaire was used to collect data from 175 students enrolled at two Japanese metropolitan universities. A structural equation model using correlation matrix with maximum likelihood was estimated using LISREL 8.53.Findings – Japanese consumers' need for uniqueness consisted of avoidance of similarity, unpopular choice and creative choice. The consumers' need for uniqueness was negatively related to the perceived quality, whereas the creative choice was positively related to the emotional value in perceptions of the US apparel brand. The perceived quality decreased purchase intention, while the emotional value increased purchase intention.Research limitations/implications – This study was limited to students at two Japanese metropolitan universities a...