Singapore Consumer's Need for Uniqueness with Fashion Luxury Brands

摘要

This study sets out to examine the relationships between consumer's need for uniqueness (CNFU), status consumption, brand perceptions, brand prominence and purchase intention of fashion luxury brands among Singaporean Generation Y consumers. An online survey host was used to collect data from Singapore residents and permanent residents. The research questionnaire is designed to first assign consumers into groups according to the 3 categories of CNFU or status consumption. This is followed by testing consumers' brand perceptions towards a brand based on brand prominence. The research will suggest that the positive established link between consumers' desire to be unique, their preferences towards a loud or subtle brand and satisfied perceptions of a brand will lead to purchase intention.