Value Is in the Eyes of the Beholder - A quantitative study about the moderating effect of consumers' need for uniqueness in the relationship between consumers' brand stereotypes, brand emotions and perceived emotional value of cor-porate brands

Abstract: The purpose of this study is to quantitatively investigate the moderating effect of consumers' need for uniqueness (NFU) in the relationship between perceived brand stereotypes, brand emotions, and perceived customer value. The study follows a quantitative research method with a sample-survey research design, where hypotheses have been developed supported by a theoretical framework. Data was collected from a non-probability sample through an online questionnaire, and results have been analysed in SmartPLS. The theoretical framework is based on the theory Brand as Intentional Agents Framework (BIAF) and outlined perceived stereotype dimensions, brand emotions and response in terms of consumers perceived emotional value. Besides, the thesis considered the Theory of Uniqueness to understand consumers' need for uniqueness (NFU). The data collected from 328 survey responses from Swedish consumers collected from an online questionnaire have been analysed to examine the relationships in the theoretical framework. The findings show a certain relationship between perceived stereotypes of intention and ability and the brand emotions of admiration, pity, envy, and contempt for Swedish consumers with low NFU. Similarly, for consumers with high NFU but not in the relationship between intention and emotions contempt and admiration. The relationship between intention and ability and brand emotions admiration and contempt differs for consumers with low versus high NFU. In contrast, the relationships between brand stereotypes of ability and intention and brand emotions of pity and envy are similar for consumers with low versus high NFU. In addition, the emotion of admiration is desirable to achieve for both consumers with low and high NFU since this emotion tends to elicit a high perceived emotional value.