Abstract
The main purpose of this study is evaluating the impacts of self-concept on brand image and loyalty, with regard to the mediating role of the consumers' need for uniqueness theory in three dimensions (avoidance of similarity, unpopular choice counter-conformity and creative choice counter-conformity) in luxury branding. For this research, 87 questionnaires were gathered from luxury goods buyers. The collected data were analysed by partial least square (PLS) method. The results indicate that there are positive relationship between independent self-concept with avoidance of similarity, creative choice counter-conformity and unpopular choice counter-conformity. Also, the positive impact of avoidance of similarity on brand loyalty and creative choice counter-conformity on brand image and brand loyalty confirmed. The results of this study help luxury brands managers to understand luxury buyer's intentions, for developing their markets better than before.
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