| dc.description.abstract | The purpose of this study is examining the effect of consumers’ need for
uniqueness, brand experience, and perceive quality on intention to buy sportswear
products, a case of Nike sportswear brand in Ho Chi Minh City. Consumers’ need for
uniqueness consists of three dimensions: avoidance of similarity, unpopular choice, and
creative choice. Brand experience includes of four dimensions, they are sensory
experience, affective experience, behavior experience, and intellectual experience. Data
was collected from 259 respondents, in which 234 valid answers were used. The result
showed that the unpopular choice dimension was positively related to the perceived
quality, but avoidance of similarity had negatively related. On the other hand, creative
choice was positively related to affective- sensory experience while avoidance of
similarity was also negatively related to affective- sensory experience of Nike brand.
Finally, in consumers’ point of view, perceived quality and affective- sensory experience
increased intention to purchase Nike sportswear brand, which affective- sensory
experience had the stronger influence on purchase intention than perceived quality. Other
dimensions of brand experience such as behavior and intellectual experience were deleted
due to low cronbach’s alpha results.
Regarding theoretical contribution, this study is the first to propose and
validate the conceptual framework in which consumers’ need for uniqueness affects
perceived quality, brand experience, and purchase intention. In term of managerial
implications, from the findings of this study, Nike’s marketers should consider affectivesensory experience and perceived quality factors which are in turn influenced by
consumers’ need for uniqueness. In other words, it is important to provide the affectivesensory experience and perceived quality for consumers who are high need of uniqueness
in order to increase their purchase intention. | en_US |
