The Impacts of Consumers’ Need for Uniqueness (CNFU) and Brand Personality on Brand Switching Intentions

This research attempts to apply the CNFU and brand personality to examine consumers’ brandswitching intentions. Specifically, this research will explore the moderating role of brand personality inthe impact of CNFU on brand switching intentions. Research results indicate that high-CNFUindividuals tend to express higher brand switching intentions than low-CNFU individuals, whereaslow-CNFU individuals tend to express lower brand switching intentions. Moreover, high-CNFUindividuals tend to express lower brand switching intentions toward products with strong brandpersonality than those with weak brand personality, whereas low-CNFU individuals tend to expresshigher brand switching intentions toward products with strong brand personality than those with lowbrand personality.