Effects Of Perceived Uniqueness On Consumer Attitudes Towards Global Brands

Global brands are moving fast these days.Companies expanded their products to foreign markets accompanied with fierce competitions.Under this circumstance,consumer spending behaviors also change a lot.This paper mainly does the investigation of the effects of perceived uniqueness on consumer attitude towards global brands.Specifically,the research focuses on globalized clothing brands.And the perceived uniqueness of global brands contains two dimensions,namely the uniqueness relative to the local brands and relative to other global brands.This paper employed the methods such as literature research,questionnaire survey and statistical analysis to do the research.The study found that the two dimensions of perceived brand uniqueness have a positive impact on consumer brand attitudes.In addition,consumer’s need for uniqueness moderates the relationship between perceived brand uniqueness and consumer brand attitude.This paper did the research based on theoretical framework and found the influence mechanism between the perceived brand uniqueness and consumer brand attitude.The research is in the wish of making great importance to the development of global brands.