Brand identity and online self-customisation usefulness perception

Online self-customisation (OSC) enables customers to tailor their preferences to certain features via a brand-hosted online platform. Recent literature has given increasing to how consumers value OSC. However, extant research is characterised by a of understanding the effects of brand identity and individual differences on consumer to OSC. The purpose of this paper is to examine the mediating role of trust and the role of need for uniqueness on the effects of brand identity prestige and brand similarity on consumer perceived usefulness of OSC. A field survey, through mall, was conducted to test this conceptual framework. Our findings advance this field finding that, not only the brand identity and consumer need for uniqueness, but also the between them may affect consumers’ evaluation of OSC